Post-merger goals: Wellous gears up for global market expansion, NPD and MarTech capability boost

By Hui Ling Dang

- Last updated on GMT

Wellous's multi-pronged expansion plans are in motion, after sealing a US$270 million merger deal with Kairous Acquisition Corporation Limited. ©Getty Images
Wellous's multi-pronged expansion plans are in motion, after sealing a US$270 million merger deal with Kairous Acquisition Corporation Limited. ©Getty Images

Related tags Mergers and acquisitions Malaysia New product development marketing tech Nutrition

Malaysia-based nutrition company Wellous says multi-pronged expansion plans are in motion, after sealing a US$270 million merger deal with Nasdaq-listed Kairous Acquisition Corporation Limited.

This partnership comes after Kairous’ evaluation of more than 1,000 fast-growing companies in Asia over the past decade. 

“Becoming a public company has always been a part of our business strategy, and the merger with Kairous will provide us access to the US markets and potential capacity in accelerating the growth. 

“Wellous is well established in Malaysia, and have a rising presence in Singapore and Hong Kong. We are looking to reach new consumers in countries with growth opportunities through local marketing strategies, as well as increasing penetration into our main markets. Partnering with Kairous gives us the potential to go further than we could on our own,” ​Andy Tan, co-founder and CEO of Wellous, told NutraIngredients-Asia​.

Going forward, the firm will focus on several key areas, namely market expansion, product innovation, and upgrading of IT infrastructure.

All-round development

Wellous’ best-selling products include Liveon’s anti-ageing beverage, Zenso’s weight management supplement, and TIGROX’s Tiger Milk King supplement that supports the lungs and respiratory system.

The firm is working to bolster its product development capabilities by adopting a customer-centric approach, utilising its in-house R&D team consisting of healthcare professionals, and extending collaborations with external research institutions and universities.

“We will continue to ensure product relevancy, novelty and differentiation in our portfolio, while expanding to adjacent categories, such as halal-certified products, which we believe possess significant growth opportunities. At the same time, wewill focus on sourcing natural ingredients from diverse origins globally and developing formulations based on market needs,”​ Tan shared.

Currently, Wellous’ products can be purchased from online retailers and a pool of “techpreneurs” who sell direct to consumers.

As such, the firm intends to optimise its IT infrastructure to better manage data and streamline processes. It will be investing in marketing technology innovations to train the techpreneurs in elevating the shopping experience and enhancing their relationship with customers.

Meeting evolving needs

Wellous has observed notable shifts in consumer behaviour in recent times, particularly after the COVID-19 pandemic.

Citing the rising demand for functional foods and supplements, Tan said: “The growth of the nutraceutical market is mostly being driven by consumers who are becoming more health-conscious and living healthier lifestyles. More people are consuming nutritional supplements on a regular basis as a preventive measure, rather than a treatment method. Consumers today also seek to ensure that the products are made responsibly and sustainably.

“We not only want to improve the health of consumers, but also raise their awareness on nutrition and wellness. Our strong presence in South East Asia (SEA) is underpinned by the increasing prioritisation of healthy diets, ageing populations, and the rising consumption power in the Asia-Pacific (APAC) region,” ​he added.

In the long term, Wellous is committed to supporting the global sustainability agenda, and is taking steps to embed the principles and practices of sustainability into its business.

For instance, the firm has recently embarked on a collaboration with DHL Express Malaysia.

“This partnership makes Wellous the first in APAC to use DHL’s GoGreen Plus service, supporting our goal to reduce carbon emissions of our international shipments,”​ Tan said.

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