2021 has seen many celebrities join the local F&B industry.
Maxi Lim, 34, from the "Ah Boys to Men" movie franchise, is the latest addition, with Singapore's first ever fried chilli snack brand, Eat My LJ.
Eat My LJ, which, hold your horses, actually stands for "Eat My La Jiao (Eat my chilli)" offers Singapore's first fried chilli snack product that is produced locally.
It comes in three different flavours, all priced at S$14.90 each:
Original LJ Delicious Fried Chili
Chicken Skin Mix – Delicious Fried Chili with Chicken Skin
Lotus Mix – Fried Chili with Lotus root chips
If you're vegan, you can choose to purchase the original and lotus root flavours, as both are vegan-friendly.
Eat My LJ also offers shipping services to Malaysia and Brunei for overseas fans.
Singaporean actor Jaze Phua shared that Eat My LJ is "very addictive", with the chilli almost like the one you'd get for Mala dishes.
According to Phua, the spice level is "just nice".
Another review featured on the website itself agreed, explaining that the fried chilli is not super spicy.
"Best LJ in town (and perhaps the world!)...I love the sugar crunch bits and peanuts, all mildly seasoned that adds to the perfect taste in a bite! Nice crunch. Great on its own as a snack!"
For something more substantial, you can also change it up by adding the fried chilli to porridge or rice, a combination that "goes really well", according to another reviewer.
Sold out during initial launch
Lim told Vulcan Post that during the initial launch, Eat My LJ had actually sold out within the hour on a weekly basis.
The best record was within just three minutes.
At the time of writing, most of the products now also appear to be sold out on the website, though there are bundles like the Eat My LJ LO Triple Bundle (S$40) and Eat My LJ Triple Bundle (S$40) that are still available.
Eat My LJ is in the midst of launching their physical store, with more details announced soon.
Top image via EAT MY LJ Facebook and Maxi Lim Instagram