Bread loaf brands like Gardenia and Massimo reign supreme in the saturated market. Yet, there’s a new contender that’s not just trying to get a slice of the market but to bake a whole new one.
That’s Sumo Wonder, a quirky and nutritious bread brand started by Luiz Ong and Nicholas Tiong, two university friends and best bros from Kota Kinabalu, Sabah, who now call KL home.
It’s easy to dismiss it as just another sandwich loaf brand, but the founders are putting it forward as a healthier yet fun alternative to the world of bread.
Their secret ingredient? Okara, a nutrient-rich by-product of soy milk production.
Uncomplicated bread
The duo’s journey into the bread business wasn’t something they initially planned. After completing their Master’s in Architecture, Luiz managed a burger manufacturing facility in Kedah, while Nicholas pursued his architectural career in China.
But the pull towards entrepreneurship was strong. Coming from business-savvy families, their leap into the world of breadmaking seemed like a natural progression, especially with Luiz’s exposure to the commercial bread and tofu skin manufacturing industry where he learnt of okara.
Luiz’s knowledge of this underutilised ingredient sparked the idea to incorporate fine-grain okara into their bread, making it high in protein and fibre but low in calories.
“We did a lot of research on how to use fine-grain okara in food, and we figured that the everyday sandwich loaf would be the best way for more Malaysians to benefit from this superfood,” they shared.
“We want our bread to be accessible to people from all walks of life. Bread shouldn’t be complicated.”
Why okara?
Okara is typically discarded in the soy milk production process, despite retaining up to 55% of its fibre and 37% of its protein, the founders shared.
It’s a nutritional powerhouse that’s often overlooked, but not by Luiz and Nicholas.
They’ve seen how okara is being used in muffins, cookies, granola, and breads in places like Japan, America, and Singapore, and knew they wanted to introduce it to the Malaysian market.
And so, after two years of countless kitchen experiments, trying different combinations to perfect the taste and mouthfeel, Sumo Wonder was born. But this wasn’t just about creating a product—they were also on a mission to change how people perceive healthy bread.
The sandwich loaf market in Malaysia is rather stagnant, and the term “healthy bread” often conjures images of bland, tasteless food that’s more chore than enjoyment, they said.
“We want our bread to be healthy yet tasty and fun, with taste and fun taking centre stage,” Nicholas said. “We want to be the healthier bread brand for people who don’t like to eat healthy.”
Sumo Wonder’s bread varieties are designed to be appealing to kids and the young at heart. Their flavours, from Vanilla Dream to Choco Chip, aim to delight the taste buds without compromising on nutrition.
“People won’t even know they’re consuming more fibre and protein than usual,” they added with a grin.
An art and science
Sumo Wonder’s operations are based in Rawang, where they bake and distribute their bread using their own fleet of trucks to grocers across Klang Valley.
They’ve partnered with BilaBila Mart and Memizooozoo, tapping into their network of 50 locations to reach consumers who are adventurous and health-conscious.
“We’ve been very fortunate to find supportive partners who are willing to take a chance on new brands like us,” Luiz shared. “We ensure that our bread meets our high standards for smell, taste, flavour, and mouthfeel.”
Their process of incorporating okara into their bread is meticulous. Fresh okara is collected from certified suppliers, dried, ground into powder, and stored in chillers for a longer shelf life.
Every batch is tested to ensure it’s safe for consumption, adhering to strict standard operating procedures to maintain quality.
Challenges and future plans
Transitioning from kitchen to commercial production has been no small feat. “It’s completely different once you move to a factory. Everything is to be re-examined—from the recipe to the ingredients to baking time,” they explained.
Fortunately, support from suppliers and industry veterans helped them refine their operations.
Their biggest challenge now is gaining retail access. “Sandwich loaves are heavily reliant on physical locations. We’ve been lucky with our partners, but we still have a long way to go to get Sumo Wonder on more shelves,” they acknowledged.
To fund their venture, Luiz and Nicholas are using their own savings, putting 100% skin in the game. “We really believe in the concept and our brand,” they said.
“We’ve been sharing our breads with friends, family, and their kids for some time, and have tweaked our recipes according to their feedback.”
Looking ahead, Sumo Wonder plans to expand beyond sandwich loaves. They’re experimenting with cookies, buns, and rolls, ensuring that even those who don’t typically buy sandwich bread can experience their fun flavours and branding.
Sumo Wonder’s commitment to sustainability doesn’t stop with okara. They’re looking to work with food producers to rescue “ugly” fruits and vegetables that are rejected from supermarket shelves. These produce items, while perfectly edible, often go to waste simply because they don’t meet aesthetic standards.
“We want to play our part and contribute to the circular food ecosystem in Malaysia and the region,” Luiz said. “Sustainable and nutritious food is essential for food security. If we can minimise food loss and repurpose by-products into healthy foods, it’s a win-win.”
At its core, Sumo Wonder is a passion project turned business. It’s about making bread that’s not just good for you but good to eat. In a market dominated by giants like Gardenia and Massimo, it’s refreshing to see a brand that’s bringing a bit of whimsy, health, and sustainability to the table.
“We want to partner with food manufacturers and cafes to share more about the benefits of fine-grain okara and sustainable foods,” they said. “We think this is an important mission and will move Malaysia along the future of food.”
- You can learn more about Sumo Wonder here.
- Read other articles we’ve written about Malaysian startups here.
Featured Image Credit: Sumo Wonder