If you’ve ever had a taste of Udders, you’ll know it’s not your typical ice cream brand.
Since its inception in 2007, Udders has been capturing the hearts of ice cream lovers in Singapore and beyond with its bold and innovative flavours.
From humble beginnings as a small ice cream parlour, Udders has expanded through franchising, boasting outlets in four countries and distribution in another four countries. They’ve even partnered with major players like Singapore Airlines and international supermarkets.
While Udders is already in seven locations in Malaysia, last week marked a significant milestone with the opening of its first-ever outlet in Kuala Lumpur, located in Mid Valley Megamall.
The seven locations in Malaysia are Mid Valley Southkey JB, Aeon Tebrau City JB, Senibong Cove JB, Aeon Kota Bahru Kelantan, Aeon Bandaraya Melaka, Aeon Seri Manjung Perak, and IOI City Mall Putrajaya. Some of these are in collaboration with Hazukido or Hazu Cafe.
Why KL and why now?
You might be wondering why it took so long for Udders to plant its flag in Kuala Lumpur. According to Peck Lin, the co-founder of Udders, Malaysia was always a significant part of their expansion plan.
However, KL’s first outlet just took a little longer to materialise.
Speaking to Vulcan Post at the grand opening ceremony of their outlet in Mid Valley Megamall, Peck Lin said, “We opened our first Malaysian outlet in Mid Valley Southkey in Johor Bahru, and we wanted to maintain that Mid Valley connection when it came to the Klang Valley.”
It’s easy to see why they chose Mid Valley Megamall. It’s one of KL’s prime shopping destinations, attracting a mix of locals, expats, and tourists.
This means maximum visibility and foot traffic, essential for a brand like Udders that thrives on curiosity and word-of-mouth.
Daring flavours are the star of the show
At the heart of Udders’ success is its daring approach to flavours. “When we designed the flavours, we wanted them to be deep, intense, and in your face,” Peck Lin said. “Flavours are the star of the show.”
Indeed, Udders’ flavour lineup reads more like an exploration of Southeast Asian cuisine than a simple dessert menu.
From Muah Chee, a Chinese peanut mochi dessert, to Nyonya Kuih, a dessert rooted in Peranakan culture, Udders is giving Malaysians a new way to enjoy familiar tastes.
“[These flavours] are deeply appreciated on both sides of the causeway. Of course, our Musang King ice cream is a star in both countries.”
Some of their other flavours also include Thai Iced Tea, Calamansi Sourplum, Pistachio Power, Kyoto Matcha, and Tiramisu.
The brand’s cheeky spirit shines through in everything they do, right down to the name. “Who would name their ice cream brand after a cow’s breast?” Peck Lin joked.
But that’s the magic of Udders—it’s a little offbeat, a little quirky, and definitely memorable, she said.
Making its mark across the globe
Udders’ KL expansion is just one piece of their broader strategy to take on Southeast Asia and beyond.
The brand has already made its mark in countries like Indonesia, the Philippines, and Brunei. And it’s not stopping there.
“Southeast Asia was a natural first step for us,” said Peck Lin. “Our geography and cultures are closely linked, so it made sense to focus on these regions as we expanded outside of Singapore.”
At the time of writing, Udders has five outlets in Singapore, eight in Malaysia, three in Indonesia, and six in the Philippines.
Beyond Southeast Asia, Udders has expanded to markets like China, the Netherlands, the UK, and Brunei, but with a different approach.
Instead of physical outlets, Udders focuses on distributing its cups and pints in supermarkets.
“The biggest market is China for us. And the biggest product there in China is the Malaysian Musang King. They love Malaysian fruits,” she said.
What’s next for Udders Malaysia?
Udders has big plans to open more outlets around the Klang Valley. Peck Lin shared that they’re eyeing Malaysian tourist destinations for future outlets.
“We really believe Udders fits perfectly in iconic Malaysian spots,” Peck Lin shared, hinting at a broader strategy to embed the brand into Malaysia’s cultural fabric.
The team believes that their unique blend of local flavours and creative branding has set Udders apart in the Malaysian market, a space traditionally dominated by more conventional ice cream chains.
As Udders extends its reach across Malaysia and beyond, it proudly shares the unique flavours of Southeast Asia with the world, putting the region’s culinary heritage in the spotlight.
- You can learn more about Udders Malaysia here.
- Read other articles we’ve written about Malaysian startups here.
Featured Image Credit: Vulcan Post / Udders