The GRAZIA Game Changers initiative honours visionaries who challenge the status quo across fashion, beauty, technology, the arts, and sports. Embodying the spirit of women uplifting women, last year’s trailblazers have personally selected this year’s honourees.
Introducing: J and Jacelyn Tan, the dynamic sister duo behind Jammy’s—a wellness snack brand redefining guilt-free indulgence with treats designed for everyone.
Your work has reshaped the F&B industry, especially when it comes to vegan and keto treats. What motivated you to challenge the status quo?
The fact that almost no brand—dare we say in the world—is fully committed to making treats that are not only vegan (free from animal-derived ingredients) but also sugar-free and keto-friendly? Most products on the market only tick one of those boxes. If it’s vegan, it’s often high in carbohydrates and sugars; if it’s keto, it’s usually made with dairy and eggs. On top of that, so many treats contain refined seed oils.
We’re even more motivated when people insist that food can’t taste good without sugar, carbs, gluten, or dairy—we love proving them wrong!
Have you ever been told “no” along the way? How did you turn that into fuel for success?
Oh, definitely. Some rude passersby have looked at our booth signs and scoffed, saying, “No sugar, no dairy, no gluten, low carb… no taste!” It’s hard not to take it personally, but we channel that frustration into making the best-tasting treats possible. Our goal is to change the minds of those who believe healthy food can’t be delicious.
What does success mean to you, and has that definition evolved over time?
Success has evolved from simply hitting sales targets to making a real impact on the community. Of course, the business still needs to be financially sustainable, but true success comes from knowing that our products help people feel good about what they eat—whether that’s because they’re low-carb, gluten-free, or just a better option for their health.
It’s no longer just about selling products; it’s about contributing to a healthier, more balanced lifestyle for our community.
What’s a belief or idea you held at the start of your career that you’ve completely rethought?
We used to believe we were “too small” to be taken seriously by the bigger players in the industry. That mindset held us back from speaking up and sharing our opinions. Over time, we learned to challenge that belief. Now, we’re much more confident in taking a stand and asking for what we deserve.
What inspired you to pursue this path? Was there a defining moment that set you on this journey?
J: After overcoming my addiction to sugar—and experiencing incredible benefits like clearer skin and better energy levels—I became much more conscious of the food I eat. I now check food labels religiously, paying close attention to the ingredients, sugar content, and carbohydrate levels.
Frustratingly, it was nearly impossible to find options that met all our criteria:
- Clean ingredients (nothing unpronounceable, no refined seed oils)
- No sugar (including any sweeteners that spike blood sugar, such as honey, agave, maple syrup, maltitol, or high-fructose fruits, as well as artificial sweeteners like aspartame, acesulfame-K, and sucralose)
- Very low in carbohydrates (meaning no oats, oat milk, starches, or flour)
- Free from animal-derived ingredients
Since we couldn’t find the perfect solution, we decided to create it ourselves!
Have you ever faced a moment of self-doubt? How did you push past it?
Too many times! There are moments when we feel completely out of our depth, and that little voice in our heads says, “I’m not sure we can do this.” But by that point, we’re already knee-deep in it, so we tell ourselves, “We can.”
It also helps when we receive recognition—whether from family, customers, or fellow founders. Every bit of encouragement, big or small, reminds us that we’re on the right track and need to keep going!
What’s a failure that turned out to be a blessing in disguise?
It wasn’t a single failure, but rather a habit of trying to do everything ourselves instead of delegating. While that made things overwhelming at times, it also made us incredibly resilient and taught us countless new skills along the way.
What’s one habit or ritual that keeps you grounded amid chaos?
Reading messages from our customers! Whenever someone tells us how much they love our products or how they’ve finally been able to enjoy treats without compromising their dietary needs, it reminds us why we started this journey in the first place. It’s the fuel that keeps us going.
What’s next for you? How do you plan to keep changing the game?
Next, we’re focused on increasing brand awareness and making our products more accessible and affordable so that healthier choices become easier for everyone. Ultimately, we’d love to expand beyond Singapore and bring our treats to even more people. We’ll continue to innovate, creating delicious treats that everyone can enjoy—without the nasties.
PHOTOGRAPHY DARREN GABRIEL LEOW
ART DIRECTION MARISA XIN
STYLING KELLY HSU
PRODUCED BY CHERYL LAI-LIM, DANISHA LIANG, AND PAMEYLA CAMBE
PHOTOGRAPHY ASSISTANT MELVIN LEONG
FASHION ASSISTANT NUR ASWANI
This story first appeared in the March 2025 issue of GRAZIA Singapore.
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