Husband and wife team Lee Yue Jer (left) and Kee Vern Cheng with the first two flavours of their potato chips sold under the F.East banner. They had noticed that the market lacked a chip capturing the complex flavours of Singapore dishes, and that many chips offered only "one-note" flavours such as seaweed or cheese.
BT PHOTO: TIMOTHY DAVID
EVEN though the potato chip market may seem already saturated, husband and wife team Lee Yue Jer and Kee Vern Cheng, both 32, saw a gap in it.
Ms Kee said: "Although there are many brands, they usually carry the same flavours like barbecue, sea salt and cheese - and these flavours also...