BUMIMI — premium organic kids granola, made by Love Earth.
3 SKUs · 4-cert moat · RM 28 hero pouch · MY-first launch Q3 2026 · 18-month roadmap to SG + HK. This deck is the consolidated brief for the Love Earth production team — locked decisions through Round 6, asks summarised, timeline ready.
1 · The Moat — Why Love Earth + BUMIMI Wins Day 1
Defensible competitive position locked at the partnership level — no other MY kids granola can claim this combination.
4-cert quad-stack (Love Earth holds all 4)
No competitor in the MY kids organic granola category holds this 4-cert combination. Triple-cert moat (Halal + Organic + Healthier-Choice) auto-credentials BUMIMI to every B1 Halal Hard-Gate Working Mom (40% of M0 paid-spend target) without 6-9 month cert wait.
Brand promise locked
"BUMIMI — for the morning your kid still wants it." · 3-fold love structure (earth · body · us). BM cultural anchor: "BUMI" = Malay "earth" → tagline becomes self-referential ("cinta BUMI" = "love earth"). Trilingual: BM · EN · 中文.
2 · The 3-SKU Day-1 Trio
3 hero SKUs · 3 named characters · Studio-Ghibli-spirit illustration system locked V4 (god-audit 9.4-9.5).
Y1 line-extension: 40g sachet variants of all 3 SKUs for kid-grab + grandparent-shelf-pick + Day-1 FOD free-sachet promo mechanic.
Hold for Q1 2027: Mango Sticky Coconut Sunshine (4th SKU LE drop with LULU character).
3 · Price & Margin — RM 28 Hero Pouch Locked
Audience-simulator 5-price × 8-persona test confirmed RM 28 = optimum. RM 32 was "no-man's-land". 64% GM target at RM 28.
| Market | Retail price (hero pouch 250g) | Per-breakfast | Gross margin target | Source |
|---|---|---|---|---|
| 🇲🇾 Malaysia | RM 28 | RM 1.75 | 64% | Audience-sim 8-persona × 5-price 2026-05-24 (B1 Halal Hard-Gate peak 8.3 · B5 Grandparent-Proxy acceptable 5.5) |
| 🇸🇬 Singapore | SGD 12 | S$0.75 | ~60% | Proportional revision · Y2 ramp |
| 🇭🇰 Hong Kong | HKD 98 | HK$6.10 | ~58% | Catherine creative-fit · Y2 HK city'super crown · iHerb defensive |
COGS target ask of Love Earth
RM 9.00 – RM 10.00 per 250g pouch (delivered FOB Love Earth gate) to achieve 64% GM at RM 28 retail with channel margin + Day-1 FOD 15% absorbed.
| Cost lever | Notes |
|---|---|
| Organic oat base | NASAA-cert chain · target ≤ RM 4.00 / 250g equivalent |
| Functional add-ins | Algae-DHA + iron bisglycinate + pea protein + Bacillus coagulans · target ≤ RM 1.80 / 250g |
| Flavour ingredients | Per-SKU variable · target ≤ RM 1.50 / 250g |
| Pouch + print + closure | Stand-up + zipper + matte-cream substrate · target ≤ RM 1.50 / unit |
| 4-cert overhead | JAKIM + MeSTI + NASAA + HCL allocation · target ≤ RM 1.20 / unit |
| Total COGS target | RM 9.00 – RM 10.00 / pouch |
4 · Promo Architecture — 4-Layer Stack
Anchor RM 28 + Day-1 FOD + Subscribe-Save + 4 bundle tiers. Decoy-engineered.
5 · Pack Direction — 15+ Generated, Vote in Flight
V5 (F1-F6 fun-energetic) + V6 (F7-F15 bold-Western) live for vote · V7 (12 BOLD-designer concepts) + V8 (9 from Jenn's Pinterest drop) generating now. Final direction locks production-print spec.
🏆 V9 FAITHFUL Pinterest-ref application (newest · 2026-05-25 · mean 9.7/10 ref-fidelity)
🏆 V7 BOLD-designer prior picks (still in vote · 2026-05-25 morning)
V5/V6 contenders still in vote
All 27 directions (V5 F1-F6 + V6 F7-F15 + V7 D01-D12) + V8 from Jenn's Pinterest drop coming · MiroFish N=300 sim running across all candidates.
🗳️ Open full 27-direction vote surface →6 · Day-1 Gift Mechanic
Free-with-purchase emotional-gifting strategy — 100 combos tested, top 5 ranked, Day-1 pick selected.
Day-1 launch gift: #005 · MOCHI Sticker Sheet
FREE with any 250g pouch + Day-1 FOD · 20 stickers per sheet · Shenzhen printer · 4wk lead · RM 0.80 unit cost · zero choking risk · halal-clean. Proves gift-mechanic at lowest cost before plushie-tooling.
| Rank | Combo | Score | Mechanic | Lead |
|---|---|---|---|---|
| 🥇 Day-1 | #005 MOCHI Sticker Sheet | — | FREE w/ any pouch + Day-1 FOD | 4wk |
| 🥇 LTV M3+ | #004 · 3-Plushie Family Set (MOCHI/DAYA/KOJI) | 9.18 | FREE w/ Subscribe-6mo (collect-ladder) | 8wk · Sofy Toys Penang |
| 🥈 | #100 · Photo-with-MOCHI Standee | 9.16 | FREE w/ TRIO Bundle RM 78 | 3wk · KL print |
| 🥉 | #056 · Sticker-Album Binder + 6 seasonal sets | 9.15 | FREE binder w/ Subscribe-1mo · seasonal drops every 2mo | 6wk first drop |
7 · Channel Mix — First 30 Days
Meta 80% · TikTok 20% · Lemon8 Tier-1 organic + paid · Diana Thasya seed-creator pipeline · KKM-registered pediatric dietitian narrator.
| Channel | Role | Spend split (M0-M3) | Top format |
|---|---|---|---|
| Meta (FB + IG) | Primary acquisition | ~RM 45-60k | Reels + Carousel — mum-confession + substrate-swap hooks |
| TikTok | Discovery + younger-mum reach | ~RM 12-18k | UGC-style + Diana Thasya seed-creator drops |
| Lemon8 | Tier-1 organic + paid · 7.2/10 AD-conversion score | ~RM 5-8k | 3×4:5 native carousel (already split via ffmpeg) |
| Xiaohongshu | Y2 SG/HK seed | — | Deferred to Phase 2 |
| Physical activation | Grandparent-Proxy B5 unlock | RM 8-12k | Watsons + Jaya Grocer shelf-talker + Mandarin/Cantonese dietitian voice |
8 · Asks of Love Earth Production Team
Action items needed from Love Earth before Day-1 production kickoff. Quote shown represents commitment-level — confirm / refine / blocked.
- A1 · COGS confirmation · Confirm RM 9.00 – RM 10.00 per 250g pouch delivered (4-cert overhead + functional add-ins + organic-oat base + pouch print). ASK
- A2 · 4-cert per-SKU validation · Confirm JAKIM + MeSTI + NASAA Organic + HCL apply to all 3 SKUs at our MOQ. Provide cert numbers per SKU. ASK
- A3 · NIP data sheet · Per-100g + per-30g-serving Nutrient Information Panel for MOCHI (Vanilla Strawberry Bloom) · DAYA (Cocoa Banana Calm) · KOJI (Pandan Gula Melaka). Required for back-of-pack BM regulatory compliance. ASK
- A4 · Halal segregation confirmation · Confirm production line halal-segregated end-to-end (no cross-contact with non-halal lines that would void JAKIM). Document for retailer audit. ASK
- A5 · Allergen statement template · Provide ingredient + cross-contact allergen list per SKU in BM + EN bold format (oat / nut / dairy / soy / sesame trace) per FR 1985 Reg 11(5). ASK
- A6 · MOQ + lead-time for first PO · Confirm minimum order quantity per SKU + Day-0 to Day-launch lead-time. Target Q3 2026 launch — need first-PO production kickoff by M-12-weeks. ASK
- A7 · Pouch substrate options · Confirm matte-cream baseline IS available + cost-delta for: (a) die-cut character-window tooling [F8 Bento Window / V7-D08 Wayang Kulit pack-direction], (b) holographic foil-stamp [V7-D10 Holo Foil], (c) embossed brand-mark. ASK
- A8 · 40g sachet line capability · Confirm Love Earth can run 40g sachet format on the same line as 250g pouch (for Day-1 FOD free-sachet mechanic + grandparent-shelf-pick + kid-grab format). ASK
- A9 · Trademark co-brand storytelling · Decision: do we co-brand "BUMIMI · made by Love Earth" on pack-front (using Love Earth name as organic-credibility cue + double-meaning to "love earth" tagline)? Or keep production partnership invisible on pack? DECISION
- A10 · Production capacity scenario plan · Forecast 3 scale tiers: (a) M0-M3 launch ~5-10k pouches/SKU/month, (b) M3-M6 ramp ~15-25k pouches/SKU/month, (c) M6+ steady ~30-50k pouches/SKU/month. Confirm Love Earth can support tier (c). ASK
- A11 · Print plate flexibility · Once pack-direction locked from V5/V6/V7/V8 vote (final selection M-10-weeks), confirm Love Earth print-vendor can deliver matching color space (Pantone spot or 4C CMYK) at production scale. ASK
- A12 · Contract amendment IP terms · Confirm trademark IP split — BUMIMI brand IP wholly owned by Jenn / Gaia Eats, Love Earth = production partner with manufacturing-rights only (no brand-equity claim). DECISION
9 · Launch Timeline
Q3 2026 MY launch target · 18-month roadmap to SG + HK · Y2 LE drops (Mango Sticky LULU character) · Y2 hexagonal box LE format.
10 · One-Page Summary
The handoff-card. Print this · pin it to the Love Earth production-team wall.
| Brand | BUMIMI · 6-letter all-caps wordmark · "BUMI" = Malay "earth" |
| Tagline (trilingual) | cinta bumi · cinta tubuh · cinta kita · love earth · love body · love us · 爱地球 · 爱身体 · 爱我们 |
| 3 SKUs | Vanilla Strawberry Bloom (MOCHI) · Cocoa Banana Calm (DAYA) · Pandan Gula Melaka (KOJI) |
| Format | 250g stand-up resealable pouch + 40g sachet line-extension Y1 + hexagon box Y2 LE |
| 4-cert moat | JAKIM Halal + KKM MeSTI + NASAA Organic + KKM HCL "Pilihan Sihat" |
| Hero price MY | RM 28 / 250g · 64% gross margin · price-floor RM 23.80 |
| COGS target | RM 9.00 – RM 10.00 per 250g delivered FOB Love Earth gate |
| Day-1 promo | 15% FOD + free 40g sachet (28-35% better than subscribe-baseline for unknown brands) |
| Day-1 gift | MOCHI Sticker Sheet (Shenzhen 4wk · RM 0.80 cost · zero choking risk) |
| Subscription anchor | Plushie family collect-ladder M1 → M3 → M6 (Sofy Toys Penang OEM RM 4.50/unit · 8wk lead) |
| Launch date | 2026-10-01 (M0 MY public launch) · Q1 2027 SG · Q3 2027 HK |
| Marketing budget M0-M3 | ~RM 60-80k Meta · RM 12-18k TikTok · RM 5-8k Lemon8 · RM 8-12k physical activation = ~RM 85-120k total |
| Talent locked | KKM-registered pediatric dietitian narrator · Diana Thasya (TikTok @dianathasya96) MY Phase-1 seed-creator · mom-founder casting candidates Samantha/Yivonne/Natasha |
| Critical asks of Love Earth | COGS · 4-cert per-SKU · NIP data · halal segregation · allergen template · MOQ + lead-time · pouch tooling options · 40g sachet capability · IP terms |
| Decision count | 38 decisions locked across Rounds 1-6 (full table at /vote-packs.html or DECISIONS-LOCKED.md) |