Irvins
Irvins is a Singapore-based snack company (Cocoba Pte Ltd) that manufactures salted egg-flavored fish skin, salmon skin, and potato chips using a proprietary 30-day brining process, selling through DTC e-commerce in 27+ countries, 11 owned retail locations at Changi Airport and Singapore malls, and global supermarket distribution.
- Company typePrivate
- Founded2014
- HeadquartersSingapore, Singapore
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Irvins does
Irvins is a Singapore-based snack manufacturer (operating under Cocoba Pte Ltd) that specializes in salted egg-flavored snacks, founded in 2014 by Irvin Gunawan following the success of his 2009 seafood restaurant known for its signature salted egg crab. The core product range applies a proprietary salted egg seasoning — built from duck egg yolks brined for 30 days in salted clay and combined with butter, curry leaves, and bird's eye chili — across multiple snack bases including fish skin (the flagship), Atlantic salmon skin (marketed for omega-3, collagen, and protein content), potato chips, seaweed crackers, popcorn, and cornflakes, with both Original and "Hot Boom" spicy variants and a Truffle premium line. Production is hand-cooked in small batches, and the entire range is Halal-certified by MUIS Singapore. The company has expanded the brand into adjacent categories through co-development partnerships — most notably with Nissin for salted egg instant noodles (regular, spicy, mala, and carbonara variants) — and licensed IP collaborations with Pokémon, Sanrio's Kuromi, and Universal Studios' Minions.
The business model is multi-channel and consumer-facing. Irvins generates revenue primarily through direct-to-consumer e-commerce via three regional storefronts (eatirvins.sg for Singapore, eatirvins.com for the United States, eatirvins.world for international), supplemented by 11 owned retail locations in Singapore concentrated in Changi Airport terminals, Jewel Changi, Orchard Road malls, and Resorts World Sentosa. Distribution extends globally through supermarkets, convenience stores, and online marketplaces (Shopee, Lazada), with a dedicated corporate ordering portal serving B2B gifting volume. Pricing sits in the S$6–S$21 per-unit range, with a Subscribe & Save subscription offering 8–15% recurring discounts and a Danger Club loyalty program earning points per dollar spent. The customer base spans premium snack consumers, international tourists at Changi, corporate gifting clients, and increasingly health-conscious consumers attracted by the salmon skin range, with no single enterprise customer dominating the mix.
The company serves 27+ countries across Asia Pacific, the Americas, Europe, and the Middle East, has been recognized in Forbes, Esquire, and Food & Wine, and has secured a Cardi B social-media endorsement. Irvins remains privately held and bootstrapped, with no disclosed venture or private equity funding, and the founder maintains direct involvement in product direction and brand identity. Reported headcount, revenue, and financials are not publicly disclosed.
Irvins firmographics
Firmographics- Name
- Irvins
- Legal name
- Cocoba Pte Ltd
- Website
- https://eatirvins.sg
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Short description
- Irvins is a Singapore-based snack company (Cocoba Pte Ltd) that manufactures salted egg-flavored fish skin, salmon skin, and potato chips using a proprietary 30-day brining process, selling through DTC e-commerce in 27+ countries, 11 owned retail locations at Changi Airport and Singapore malls, and global supermarket distribution.
- Ownership category
- akta.pro rank
Irvins industry classification
Industry- Product category
- Salted Egg Snacks
- NAICS
- Snack Food Manufacturing (31191), Cookie and Cracker Manufacturing (311821)
- SIC
- Food And Kindred Products (2000), Cookies & Crackers (2052)
- akta.pro primary industry
- Pretzels & Salted Snacks (CRADABAI)
- akta.pro secondary industries
- Specialty egg products & blends (salted/sugared, fortified, functional, custom formulations) (AFANAHAE), Frozen Snacks & Appetizers (CRADADAD)
Keywords
Where Irvins is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices11 records
Markets served
Irvins business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Direct Product Sales: Irvins generates revenue primarily through direct-to-consumer sales of branded snacks via e-commerce platforms (eatirvins.sg, eatirvins.com, eatirvins.world) and physical retail stores. Products include fish skin, salmon skin, potato chips, and collaborative products. One-time purchase and subscription models are available.
- Subscription Model: Irvins offers a subscription service ('Subscribe & Save') allowing recurring deliveries every 2, 4, 6, or 8 weeks with discounts up to 15%. This provides recurring revenue with customer retention benefits.
- Corporate and Bulk Orders: Corporate ordering portal provides B2B revenue through bulk/corporate gifting orders. The company offers custom gift boxes and corporate gifting solutions.
- Brand Collaboration Products: Revenue from co-branded products with partners like Nissin (instant noodles), Pokémon (limited edition chips), Kuromi (custard popcorn), and Minions (cornflakes snacks).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single Purchase - Standard retail pricing for individual products |
| Subscription | Monthly | Subscription - Subscribe & Save with recurring deliveries |
| Transaction based/ take rate | Pay-as-you-go | Corporate/Bulk Orders |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels8 records
Irvins product offering
Product offeringCore offering
Irvins manufactures and sells premium salted egg-flavored snack products, including fish skin, salmon skin, potato chips, seaweed crackers, popcorn, and cornflakes, all coated with a proprietary real salted egg yolk sauce. The company also offers subscription bundles, gift boxes, and corporate gifting solutions, selling through its own e-commerce sites, retail stores, supermarkets, and convenience stores across 12+ countries.
Product overview
Irvins is a Singapore-based snack company (operated by COCOBA PTE LTD) that specializes in salted egg-flavored snacks. The product portfolio centers on their signature salted egg seasoning applied to various snack bases: fish skin (the original and flagship product), salmon skin, potato chips, seaweed crackers, cornflakes, and popcorn. The core range includes Original and Hot Boom (spicy) variants, with premium variants like Truffle Potato Chips. The company also offers collaboration products including Kuromi Salted Egg Custard Popcorn (Sanrio), Minions Cornflakes, and Nissin instant noodles. Gift options include the build-your-own Classic Box and themed gift boxes. All products are Halal certified by MUIS Singapore.
Differentiator
Problem solved
Functional benefit
Products and services
- IRVINS Salted Egg Fish Skin (95g)
- IRVINS Hot Boom Salted Egg Fish Skin (95g)
- IRVINS Salted Egg Salmon Skin (210g)
- IRVINS Hot Boom Salted Egg Salmon Skin (95g)
- IRVINS Salted Egg Potato Chips (95g)
- IRVINS Hot Boom Salted Egg Potato Chips (95g)
- IRVINS Truffle Potato Chips (70g)
- IRVINS Salted Egg Seaweed Cracker (50g)
- IRVINS | Kuromi Salted Egg Custard Popcorn (80g)
- IRVINS x MINIONS Salted Egg Cornflakes Snack (90g)
- IRVINS Classic Mix
- IRVINS Hot Boom Classic Mix
- IRVINS Classic Box
- IRVINS Singapore-Themed Classic Box
- NISSIN x IRVINS Salted Egg Instant Noodle Packet
- NISSIN x IRVINS Salted Egg Instant Noodle Bowl
- NISSIN Singapore Tastes Gift Box
- IRVINS Salted Egg Tomato Flavoured Fish Skin (80g)
Quantifiable outcome
- 4.71,400+ reviews with high satisfaction ratings
- +1 more outcomes
Companies that use Irvins
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
Irvins technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Irvins partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- NissincoreCollaboration with Nissin (original creators of instant ramen) to create salted egg instant noodle products. Products include Salted Egg Instant Noodle Packet, Spicy Salted Egg Instant Noodle Packet, Mala Salted Egg Instant Noodle Packet, and various noodle bowl formats. The collaboration extends the brand beyond snacks into instant meals.
- Cotton OnminorPartnership with Australia's largest global retailer to create IRVINS-branded clothing line called #DangerouslyFashionable, featuring mens and womens clothing items. This cross-category collaboration expands brand visibility beyond food.
- PezzominorSingapore pizza collaboration combining Irvins salted egg sauce with fish skin crumbs on pizza, creating an 'umami explosion' as described on the brand's website.
- PokémonminorLimited edition collaboration in June 2020 releasing Pikachu themed IRVINS Salted Egg Zig Zag Potato Chips. First-of-its-kind partnership for the brand.
- Sanrio (Kuromi)minorCollaboration creating IRVINS | Kuromi Salted Egg Custard Popcorn (80g) - a sweet savory crossover product featuring the Sanrio character Kuromi. Launched as a limited edition product.
- Universal Studios (Minions)minorIRVINS x MINIONS collaboration releasing Salted Egg Cornflakes Snack in 90g (with coloring kit) and 45g formats. Kid-friendly product with entertainment brand crossover appeal.
- WEAVEminorRetail store partnership at Resorts World Sentosa location. WEAVE operates the retail space where Irvins products are sold to visitors of the integrated resort.
Scale indicators6 records
Recent moves8 records
Expansion highlights6 records
Irvins competitors and assessment
Company assessmentOthers
- Nissin Foods: Global instant noodle company and current Irvins co-development partner (Nissin x IRVINS Salted Egg Instant Noodles). Comparable as a strategic partner and as an instant meal category incumbent that complements Irvins' snack portfolio.
Broad incumbents
- Lay's: PepsiCo's flagship potato chip brand with global distribution in over 200 countries. Represents the mass-market benchmark against which Irvins' premium potato chip SKU competes in retail channels and traveler occasions.
- Pringles: Global potato-based snack brand owned by Kellanova with massive international distribution. Comparable as a premium shelf-stable snack competing for similar occasions, though at much larger scale and with vastly broader flavor portfolio.
- Fragrance Food: Established Singapore-based CPG manufacturer known for bak kwa and savory Asian snacks with extensive retail distribution across Asia. Comparable as a broader Singaporean snack incumbent, though operating in adjacent rather than identical product categories.
- Want Want: Pan-Asian snack and rice cracker conglomerate with established distribution across China, Southeast Asia, and global Asian diaspora channels. Competes with Irvins for similar snacking occasions among Asian consumers.
- Calbee: Major Japanese snack manufacturer with broad potato chip and savory snack portfolio across Asia. Competes with Irvins in the salted egg and premium chip category, but operates at vastly greater scale and across many more SKUs and geographies.
- Tong Garden: Singapore-based snack and nut brand with established retail distribution across Asia. Comparable as a regional snack incumbent operating in similar retail channels, though with broader product breadth rather than salted egg specialization.
Regional players
- Three Squirrels: Leading Chinese premium snack e-commerce brand with strong nut and savory snack portfolio, primarily serving China. Comparable as a digital-native snack brand in the broader premium Asian snack category, though primarily operating in a different geography.
Direct peers
- The Golden Duck: Singapore-headquartered salted egg snack brand specializing in fish skin and potato chips with international retail distribution. Directly competes with Irvins on the same core product category, target demographic, and salted egg flavor proposition.
Emerging players
- Xiao Bai Jia: Asian premium salted egg fish skin snack brand with growing international e-commerce presence. Comparable to Irvins as a direct salted egg snack competitor, particularly in cross-border online channels.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Irvins social profiles
Digital presenceIrvins compliance and trust
Trust signalCompliance1 record
Irvins financial estimates
Financial estimateRevenue estimate
Valuation estimate
Irvins leadership team
Management profileNumber of profiles
Profiles1 record
Irvins funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Irvins M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Irvins
What does Irvins do?
Irvins manufactures and sells premium salted egg-flavored snack products, including fish skin, salmon skin, potato chips, seaweed crackers, popcorn, and cornflakes, all coated with a proprietary real salted egg yolk sauce. The company also offers subscription bundles, gift boxes, and corporate gifting solutions, selling through its own e-commerce sites, retail stores, supermarkets, and convenience stores across 12+ countries.
Is Irvins a public or private company?
Irvins is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Irvins founded?
Irvins was founded in 2014.
Where is Irvins based?
Irvins is headquartered in Singapore, Singapore, in the Asia region.
How does Irvins make money?
Four revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription Model, corporate and Bulk Orders and brand Collaboration Products.
Who are Irvins's main competitors?
Nissin Foods is listed as an others. Broad incumbents are Lay's, Pringles, Fragrance Food, Want Want, Calbee and Tong Garden. Three Squirrels is listed as a regional player. The Golden Duck is listed as a direct peer. Xiao Bai Jia is listed as an emerging player.
Does Irvins have an API?
No public API is recorded for Irvins.
What industry is Irvins in?
Irvins's product category is Salted Egg Snacks. Its primary akta.pro industry code is CRADABAI, Pretzels & Salted Snacks, with a secondary code of AFANAHAE, Specialty egg products & blends (salted/sugared, fortified, functional, custom formulations). Its NAICS code is 31191 and its SIC code is 2000.