When Branden and Allycia, founders of NutriBrownRice, left their jobs as flight crew, they never imagined their next journey would lead them to create a global wellness brand.
The duo, who had travelled to over 50 cities, was armed with not just a global perspective on nutrition but also an unshakable drive to make a difference.
“But our greatest lessons came from working in real estate sales after leaving the airline industry,” Branded said to Vulcan Post.
This phase taught them resilience, people skills, and financial acumen—skills that proved instrumental when they bootstrapped NutriBrownRice with savings earned during those years.
What started as a personal mission to address their son’s digestive health issues evolved into a plant-based product that’s now helping families worldwide.
From burnt pots to perfecting prebiotics
After his son’s digestive system was impacted by a course of strong antibiotics, Branden dived into research.
“Watching him struggle was heartbreaking,” he recalled. Combining Malaysian greenish brown rice with Belgium’s prebiotic technology, the couple embarked on a journey of experimentation in their kitchen.
“There were late nights and burnt pots,” Branden admitted, “but knowing our product could help others made every challenge worth it.”
They chose a bold path, creating a no-sugar-added formula despite warnings that it might not appeal to consumers, he said.
The result? A drink that is not only nutritious but also delicious. “Prebiotics are like a VIP buffet for your gut bacteria—they eat well, and you feel great,” he quipped.
Standing out in a saturated market
The prebiotic drink market isn’t just competitive—it’s downright saturated. With countless products claiming to boost gut health, carving out a niche requires more than a good recipe.
NutriBrownRice did just that by prioritising clean-label ingredients, a combination of Asian and European expertise, and hypoallergenic properties.
“People told us, ‘It’s impossible to stand out in this space,’” Branden said. “But we believed in our story and the quality of our product.”
According to the founder, what truly sets NutriBrownRice apart is its focus on authenticity. Backed by certifications like ISO 22000, HACCP, GMP, and Halal, the drink promises both quality and safety.
The funding that changed everything
In 2015, NutriBrownRice caught the attention of Cradle, a government initiative supporting innovative businesses. Their personal story and commitment to gut health resonated with the panel, leading to crucial funding, said Branden.
“The funding was a game-changer,” Branden explained. “It allowed us to invest in better equipment and scale up production.”
This turning point paved the way for international expansion, with NutriBrownRice now available in markets like Australia, the UK, Korea, and Singapore.
Branden attributes part of their pitching success to hours of watching Shark Tank and Dragon’s Den. “Those shows taught me how to tell our story and confidently communicate our value,” he said.
Taking NutriBrownRice to international markets felt both exhilarating and daunting. The brand gained visibility through trade shows like SIAL Paris and ANUGA in Germany.
“Seeing our products on supermarket shelves in Australia and Hong Kong has been surreal,” he shared.
But with growth comes challenges. “Cash flow is the toughest part,” Branden noted. Balancing production costs, marketing, and expansion efforts requires constant vigilance.
Yet, the couple’s complementary strengths—Allycia’s strategic calm and Branden’s relentless optimism—have helped them weather the storms.
The ultimate validation for Branden and Allycia is the loyalty of their customers. “Our very first customer from 10 years ago still drinks NutriBrownRice,” Branden said proudly.
Customer feedback has been both heartwarming and inspiring. One letter, in particular, stands out to the couple: “A woman wrote to say our drink helped her father, who had struggled with digestion for years. Moments like these remind us why we started.”
Dreaming big, staying grounded
Looking ahead, Branden and Allycia dream of bringing NutriBrownRice into homes worldwide, particularly in the US and EU markets.
They’re also planning to diversify their product line while staying true to their mission of promoting gut health and overall well-being.
“NutriBrownRice is more than just a drink,” Branden said. “It’s a lifestyle of wellness, care, and sustainability.”
You might even say that it’s a testament to what happens when passion meets perseverance—and when a family’s personal need grows into a solution for many.
- You can learn more about NutriBrownRice here.
- Read other articles we’ve written about Malaysian startups here.
Featured Image Credit: NutriBrownRice