{"id":820,"date":"2024-09-13T07:11:57","date_gmt":"2024-09-13T07:11:57","guid":{"rendered":"https:\/\/webdesigninsg.com\/nif\/alumnus\/?p=820"},"modified":"2025-07-15T16:07:40","modified_gmt":"2025-07-15T08:07:40","slug":"have-your-mooncake-and-eat-it-too","status":"publish","type":"post","link":"https:\/\/alumni.nus.edu.sg\/thealumnus\/2024\/09\/13\/have-your-mooncake-and-eat-it-too\/","title":{"rendered":"Have Your Mooncake and Eat It Too"},"content":{"rendered":"\t\t
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Held on the fifteenth day of the eighth month of the Lunar calendar\u2014when the moon is at its fullest\u2014the Mid-Autumn Festival is among the most important celebrations in Chinese culture. And no other food is more associated with the occasion than the mooncake, exchanged as a gesture of goodwill and unity between family, friends, and colleagues.<\/p>

But mooncakes are also known to be calorie-dense, high in fat, high in sugar, and low in nutrient value\u2014making their consumption an indulgence to any diet.<\/p>

In response, AuroraFood, a spin-off from the National University of Singapore (NUS), has introduced a healthier twist to the traditional dessert through its proprietary technology.<\/p>

Founded by food scientists Dr Gao Jing (Science \u201912, PhD \u201917) and Dr Jin Xiaoxuan (Science \u201916, PhD \u201921), AuroraFood operates under the belief that \u201ceveryone has the right to enjoy any sweets they like without feeling guilty or worried about their health.\u201d<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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NUS alumnae Dr Gao Jing (left) and Dr Jin Xiaxuan (right)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\u00a0<\/p>

The company\u2019s sugar-control technology stems from the NUS Department of Food Science and Technology<\/a>. Using a natural blend of bioactive compounds from berries and cereals, their AuroraFood Berry Extract can slow down the activity of digestive enzymes, thereby preventing sudden blood sugar spikes while adding fibre and antioxidants to food. And because the additive can be used without reducing or replacing sugar in recipes, the product is considered ideal for baked goods, lowering the glycemic index of foods without altering taste or texture.<\/p>

Joining the NUS Graduate Research Innovation Programme<\/a>\u00a0(GRIP) in 2019 provided Dr Jin and Dr Gao with the resources necessary to turn their research into a deep-tech start-up and gave them access to mentorship, funding and step-by-step support in the commercialisation of their technology. AuroraFood was subsequently incorporated in 2020.\u00a0\u00a0<\/p>

\u201cThe most amazing thing about GRIP is that a lot of participants never thought they could be an entrepreneur before the programme,\u201d explained Dr Jin. \u201cFor those of us with a science background, GRIP gave us another alternative to academia as well as the business-related knowledge to establish and run a company.\u201d\u00a0<\/p><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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YU Cookies were introduced to the B2C market by AuroraFood in 2023. <\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\u00a0<\/p>

Although AuroraFood originally began on a B2B model, selling madeleine, waffle and swiss roll mixes to bakeries and confectionaries, the founders quickly discovered their \u00a0preference for the B2C business given the instant and direct feedback from customers. Under its\u00a0YU Cookies<\/a>\u00a0brand, introduced last year, the company has quickly grown from selling 100 tins of cookies per month to now over 7000. Innovative flavours include Tangerine Pu-Erh Tea, Cinnamon Banana Crisp, and Delicate Lychee Rose, among others.<\/p>

In 2022, AuroraFood ventured into the mooncake market for the first time, revealing its \u201cguilt-free\u201d snowskin mooncake.<\/p>

\u201cOur brand, and our packaging, is centred around gifting\u2014more than half of our customers will purchase our cookies either as a souvenir gift from Singapore or as a festive gift during Chinese New Year and Christmas,\u201d said Dr Jin. \u201cBut while we sell cookies all year round, it was important to also develop something appropriate for the Mid-Autum Festival.\u201d<\/p>

Over time, the company has added more experimental and trendy flavours to its line-up, with 2024 snowskin varieties including Very Berry Yogurt, Yum Yam Mochi, Autumn Yuzu Puh-Erh and Ice Creamy Sesame Matcha.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Baked mooncakes from the brand are made with reduced sugar and no preservatives. <\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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This year, the company is also debuting its traditional baked mooncakes, available in golden white lotus, golden jade lotus, goji fortune red bean, and jasmine blossom mung bean flavours. While these baked mooncakes do not contain the company\u2019s proprietary AuroraFood Berry Extract, due to coloration changes that would result, they are made with lower sugar and no preservatives, in keeping with AuroraFood\u2019s commitment to providing healthier options for consumers.<\/p>

Customers can purchase the mooncakes online, at the NUS Co-Op, or at mooncake fairs at VivoCity or Tang Plaza, while supplies last.<\/p>

With regard to future plans, Dr Jin notes the company\u2019s desire to focus on its YU Cookies brand, while expanding its offerings and achieving sustainable growth. \u201cRight now, we are selling cookie tins with a stable shelf life of three months. But I hope we can have a permanent shop which will enable us to sell other types of cookies\u2014 sandwich cookies with ice cream, for instance.\u201d \u00a0Longer-term ambitions include forming a sister tea brand that could pair with its cookies.<\/p>

As with other start-ups, however, the company aims to achieve the right balance between growth and sustainability.<\/p>

\u201cTo expand the business, I need to expand the team, which means having the cash flow to support the hires, which means having the staff to achieve the sales,\u201d laughed Dr Jin. \u201cIt\u2019s a chicken and egg problem, but the good thing is I\u2019m part of a team. Being a researcher can be lonely, but as an entrepreneur, I have my partners. I have my staff. And we\u2019ll figure it out together.\u201d\u00a0<\/p>

\u00a0<\/h6>
Photos courtesy of AuroraFood<\/h6>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

NUS GRIP spin-off AuroraFood develops a healthier version of a seasonal treat. <\/p>\n","protected":false},"author":1,"featured_media":2155,"comment_status":"closed","ping_status":"open","sticky":false,"template":"elementor_theme","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8],"tags":[],"class_list":["post-820","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-startups"],"acf":[],"_links":{"self":[{"href":"https:\/\/alumni.nus.edu.sg\/thealumnus\/wp-json\/wp\/v2\/posts\/820","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/alumni.nus.edu.sg\/thealumnus\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/alumni.nus.edu.sg\/thealumnus\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/alumni.nus.edu.sg\/thealumnus\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/alumni.nus.edu.sg\/thealumnus\/wp-json\/wp\/v2\/comments?post=820"}],"version-history":[{"count":27,"href":"https:\/\/alumni.nus.edu.sg\/thealumnus\/wp-json\/wp\/v2\/posts\/820\/revisions"}],"predecessor-version":[{"id":1965,"href":"https:\/\/alumni.nus.edu.sg\/thealumnus\/wp-json\/wp\/v2\/posts\/820\/revisions\/1965"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/alumni.nus.edu.sg\/thealumnus\/wp-json\/wp\/v2\/media\/2155"}],"wp:attachment":[{"href":"https:\/\/alumni.nus.edu.sg\/thealumnus\/wp-json\/wp\/v2\/media?parent=820"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/alumni.nus.edu.sg\/thealumnus\/wp-json\/wp\/v2\/categories?post=820"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/alumni.nus.edu.sg\/thealumnus\/wp-json\/wp\/v2\/tags?post=820"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}