Cambodian startup looks to success with local alternative to Nutella

Chouchou's flagship product. The company is aiming to release a new products every two weeks. Supplied

Cedric Thomas and his wife Pisey Norng have been spending the better part of the last few months getting Chouchous off the ground.

The couple have converted their residential kitchen in the capital’s Boeung Keng Kang III district to stimulate local palates and provide a viable alternative to big brand spreads like Nutella and Jif.

Already, the two have produced 500 jars of their namesake Chouchous brand of peanut butter and Peanut’ella range of chocolate spread. Now, despite only being on the market for just three weeks, minimarts and select cafes are vying to stock the product, according to Thomas.

The much beloved Nutella spread generated more than $2.3 billion in annual sales internationally and dominates 54 percent of the world’s global market for chocolate spreads, according to Reuters.

Thomas hopes to use his take on the popular spread as a launching pad as he expands into a variety of new products. Over the coming weeks the start-up plans to introduce a line of jams using Khmer fruits including mango, papaya and dragon fruit.

“We use Cambodian peanuts for every product, Khmer sugar and honey from Mondulkiri for the peanut butter as well as Kampot flower salt. The cacao is imported because the market is very new in Cambodia and very difficult to find,” Thomas told Khmer Times.

Norng has an innate advantage between the two when speaking with Khmer farmers, which helps immensely as they are currently looking for direct relationships with local peanut farmers to facilitate a reliable supply of high-quality legumes.

“We buy the products on the market but the fruits will be bought directly from farmers so that we can get the best quality and ensure that they’re organic,” said Thomas.

Thomas, a chef by training, found himself looking for an alternative way to raise income when the pandemic struck. The Frenchman had been working as a chef in Phnom Penh for the last five years. He was laid off when the pandemic struck and the couple decided it was time to start a business.

“It’s difficult travelling to the provinces because of Covid and it’s not the best time to start a business but as soon as the situation is better, we’ll be able to expand our partnerships with farmers.”

The company’s name is inspired by the French delicacy of sugar-coated peanuts.

Thomas said that the duo plan to eventually open a small cafe in the coming months of their own to showcase the products, including on waffles, pastries, cakes, pies, beverages and crepes.

“As we know, peanuts are a very good source of protein and cashew nuts are full of Vitamin B and fiber,” he added.

In the coming weeks Chouchous plans to continue growing its range of products, with the company planning to introduce new ones featuring cashew nuts before its expansion into the aforementioned line of jams. Khmer Times