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Kaya first · Ube next · 2027

Asian breakfast,
in a jar.

Jam. Jelly. Peanut butter. Nutella. And then — nothing. We're building America's first dedicated Asian breakfast spread brand, starting with kaya. Authentic flavors. Real ingredients. A boost of protein — the flavors that have been missing from the jam and spread aisle.

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joining a growing waitlist of breakfast believers
Inspired by AAPI food brands blazing the trail
Fly By Jing ✿ Omsom ✿ Momofuku Goods ✿ Kevin's Natural ✿ Bachan's ✿ Fishwife ✿ Milk Bar ✿ Fly By Jing ✿ Omsom ✿ Momofuku Goods ✿ Kevin's Natural ✿ Bachan's ✿ Fishwife ✿ Milk Bar ✿
the first drop
01
Launching first · 2027
kaya
Coconut jam. Slow-caramelized coconut milk, pandan leaf. Malaysia's breakfast staple, with a boost of protein.
→
02
Coming next · 2027
ube
Filipino purple yam. Nutty, sweet, unmistakable. That purple is the yam itself — not the label.
→
a note from the founder

Breakfast is better with heritage on your toast

I'm Emilio — Filipino-American, born and raised in Ohio. Ube I knew. My family made ube halaya at Christmas, ube ice cream in the summer. But kaya? Never heard of it. Nobody in my grocery aisle had, either.

Then I met my partner. She grew up in a country where kaya on toast is a Tuesday morning. This December I'm going to her hometown with her — meeting the aunties who've been making this the right way for a lifetime.

That's the brand. Ube I grew up with. Kaya she brought me home to. Both belong in the American aisle.

With love, Emilio (Founder)
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Kaya toast cut into fingers on a plate beside a mug of coffee in morning lightKaya on toast
Hands slicing a purple ube on a wooden board next to a tray of sweet potato roundsUbe, by hand
An ube leche flan on a white platterUbe leche flan
Close-up of long green pandan leavesPandan leaf
Ube halaya being folded with a spatula in a steel potThe kitchen
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The Asian Butter in the wild

@theasianbutter →
R&D In the mixing bowl@theasianbutter A hand lifting a piece of kaya toast above a plateToast test@theasianbutter A slice cut from an ube leche flan showing the deep purple layer underneathUbe, first look@theasianbutter Kaya toast on a plate with a jar of kaya behind itKaya, first taste@theasianbutter Ube halaya cooking down in a steel potLow and slow@theasianbutter A table of ube cubes, sweet potato, banana and a bowl of ginataangWhere it comes from@theasianbutter

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Kaya toast cut into four pieces on a white plateKaya toast Ube halaya being stirred in a potUbe halaya Iced ube latte and iced coffee beside croissantsMorning rotation Kaya toast and a mug of coffee on a small table in the sunToast + coffee