Collaborating with local
startup to build a healthier and sustainable future
Co-founded by Anna Lam, Crunch Cutlery became
the first startup in Southeast Asia to tackle issues associated with plastic
waste, whilst at the same time providing nutritional benefits to consumers – all
from a single product. Made up of flaxseed, chia seeds and whole wheat, the
edible cutleries give a boost of Omega 3, Vitamin B3, lignans and fibre; and
act as a substitute to plastic utensils in which Singaporeans throw away 500
million units every year.
Having found early success, Crunch Cutlery
identified the need for further upscaling of their product in the open market, and
a collaboration between Crunch Cutlery and Innovation Factory @ SIMTech was
formed to re-engineer the outlook and design of the edible cutleries.
Led by product designer Audrey Ng of
Innovation Factory@SIMTech, the initial prototype was based on concept
sketching of yin and yang. After gathering and studying user feedback, a second
design with a more ergonomic approach was created, sticking to Crunch Cutlery’s
values of thinking outside the box, and to have elements of being fun and loud
but yet not losing the essence of organic and wellness.
The team at Innovation Factory@SIMTech ensures
that every aspect of a product development cycle is closely looked into, and
focuses on the finest of details that suit the needs of all our member’s
project aspirations. Innovation
Factory@SIMTech shortens the road from ideas to market-readiness – with overall
better results. Our disciplines of concurrent engineering and integrated
product plus process development contribute towards integrating productivity
and other manufacturing concerns in the design process.
The sustainability of our local companies
requires a continuous stream of industry-led design and technology-based
innovations to manufacture high value and high-quality products in a
cost-effective manner.