A new player in the wellness sector, the snack brand Hue, officially launched in July 2024, focusing on mood-enhancing supplements that appeal to taste. Developed by the Singaporean firm Delightex, Hue aims to redefine the supplement experience by offering products that resemble treats rather than traditional pills. Flavors such as Osmanthus Oolong and Passionfruit Tiramisu are designed to make the consumption of mood-supporting ingredients enjoyable.
Prior to launching Hue, Delightex had established Mudo Labs in 2023, which explored the intersection of aromatherapy and psychology. This initial venture provided insights into mood wellness through products like inhalers infused with mood-enhancing herbs, targeted primarily at stressed professionals. Despite the current unavailability of most Mudo Labs products, the team noted that they are in the process of updating their offerings.
The concept for Hue was born in late December 2023 after positive feedback from early prototypes tested with focus groups of up to 28 participants. As discussions around mental health gain momentum, Hue represents Delightex’s commitment to making mood wellness more accessible, catering to an increasingly wellness-focused market in Singapore.