Singaporean cult snack brand Irvins Salted Egg has expanded online in the US and launching at several Asian specialty stores including 99 Ranch, Seafood City and H Mart.

The popular brand, which has a cult following in Singapore and Hong Kong, especially, has pop-up style brick-and-mortar stores and sell-through in nine Asian countries. By going online it has taken a direct-to-consumer approach to compete with American snack brands.

In Australia it is sold through e-commerce site Snack Affair.

“We are ecstatic about our expanded availability in the US. Irvins Salted Egg products bring a distinctive flavour and premium quality to the American snack food market, and we look forward to earning a place in the conversation as more people can try our product,” said Yosuke Yazawa, Irvins chips business development manager of North America.

Irvins will offer flavours online such as Salted Egg Potato Chips, Spicy Salted Egg Potato Chips, Salted Egg Cassava Chips, Spicy Salted Egg Cassava Chips and Salted Egg Crunchy Roll.

The salted-egg flavoured chips are made in Singapore using Asian flavours such as the salted duck egg yolk, curry leaves and red chilli pepper without preservatives.