It is an understatement to say that the pandemic changed our lives. After being cooped up indoors for two years, Filipinos have developed new routines and habits be it related to work, retail, family time, or fitness. The way we dine is also influenced by COVID-19. In the span of two years, Filipinos have discovered the wonders that come from healthy eating. While not everyone is on board in letting comfort food and drinks, the key here is finding the right alternative to satisfy cravings.
This demand led to Koomi's success. A natural drinking yogurt brand originating from Australia, Koomi became one of the many food businesses during the pandemic. After almost three years in the industry and opening over 80 stores nationwide, the brand kicks off the summer season with its newest flavor combinations—Berry Kiwissable (strawberry and kiwi), Tropic Like It’s Hot (dragon fruit orange, and apple), Lemon Bee The One (lemon and honey), It Takes Passion to Mango (mango and passion fruit), and Kitkat You Outta My Head (for the chocolate lovers).
To celebrate the coming of its summer flavors, Manila Bulletin Lifestyle chats with John-Michael “Mike” Hilton, president and CEO of Visum Ventures, as he shares the story of Koomi, from its journey from Australia and through the pandemic to what goes behind its kitchen.
First off, where did this passion for food entrepreneurship come from?
I got into food and beverage at the age of 13. I used to work for cafes, restaurants, functions, and events. I use to work behind the bar—I did it all. Food was my passion from a very young age. I worked in the kitchen for three years and I decided I don’t want to be stuck in four walls. I want to be out and talking to all the guests. In 2016, I’m a good Chinese son, so I worked for my father’s business for three years. In 2019, I set myself to do what I love. I moved away from my father’s business and started Vissum Ventures. On a holiday, I was lucky enough to stumble across a brand called Koomi. The rest is history, we launched Koomi, wrapped our 80th branch, and our target is 100 by June. We also have about three or more brands to launch this year. When people talk to me, they know I love food and beverages. I love bringing new dining experiences to Filipinos.
Why did you introduce Koomi to Filipinos with two variants, the Aussie and Filipino blends?
When we first started the brand, I very much liked my yogurt sour, maasim. But toward the other Filipinos, the target audience, they wanted a little bit more creamy. So we tried to marry a blend that is a little bit maasim and a little bit creamy. We had the right blend that we are happy with.
We want to give them something they are comfortable with, let them enjoy, and slowly let their palate evolve over time. So we were able to come up with the Aussie and Filipino blends offering the night before launching. The Aussie blend is for the people who love yogurt and the Filipino blend is for the people who are new to it. When we first launch it was a 30-70 split, 30 percent prefers the Aussie blend and 70 percent for the Filipino blend. Right now, it is the total opposite. People crave that maasim taste.
How was it managing Vissum Ventures during the pandemic?
Managing Vissum Ventures was a difficult task. Like other businesses, we face a lot of challenges. We went into lockdown in March 2020. I stayed at home and watched every single show on Netflix. After three weeks, I needed to get out and bring forth the brand. We started with our original branch in The Podium. I was there with my assistant and one business partner. It was just the three of us making drinks. Slowly, there was such an overwhelming demand for the brand Koomi. So the next week we open our new branch in Mall of Asia, and so on. We are very hands-on. We did well because we are a healthier alternative to milk tea. Our products are definitely less in calories. When you drink Koomi, you don’t feel as guilty. It also got health benefits because probiotics are good for your digestion.
How does an idea become a Koomi flavor?
It is a lot of hard work behind the scenes. It is not very easy to just pair certain flavors. I attribute it to having a good team. We might not be, at certain elements, more talented or the most skilled but we are the hardest working. We do a lot of international research and development to see what flavors are coming in and the popular at the moment. We also do a lot of creative pairings. Before, there was never a day when we don’t undergo a tasting. I’m trying to lose my COVID weight right now, not because of the pandemic but because of the past tastings.
Koomi’s five new yogurt drinks are now available in its branches and on Grabfood and Foodpanda. To know more, visit @koomi on Instagram.
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