Coco loco

The coconut oil craze has gone mainstream, with Singapore entrepreneurs solidifying the trend.

LONG part of Asian beauty and culinary traditions, coconut oil has in recent years become a health food fad, attracting new age-y celebrities like Gwyneth Paltrow and Shailene Woodley as fans. And the trend has gone full circle, as health enthusiasts here lap up the product as part of an oil pulling routine, a health supplement, moisturiser or even a treatment for pets. And while health chains, natural food stores and supermarkets are now stocking an extensive range of coconut oils, a slew of indie, homegrown businesses are now producing or distributing the sought-after elixir.

"When we first launched in 2012, the response to our product was really terrible because the majority of consumers did...

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