[Exclusive] Meet The Founder Behind Betta Fetta, The Premium Tiramisu Brand Malaysians Are Craving
Inspired by the phrase “better slice”, the brand combines an Italian-inspired twist on the word “better” with “fetta”, the Italian word for slice.
- Founder Aimman Ashri trained in Rome, worked at Michelin-starred restaurants in London, and gained experience in Dubai before returning to Malaysia.
- Betta Fetta was born from a simple request by Aimman's ex-partner, who encouraged him to commercialise his homemade tiramisu recipe.
- The brand focuses on premium quality, memorable packaging, and consistency, with ambitious plans for halal certification and international expansion.
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Before Betta Fetta became a name associated with premium tiramisu deliveries and celebrations across Malaysia, its founder, Aimman Ashri, was busy building a culinary career thousands of kilometres away from home.
His journey began in Rome, Italy, where he studied Italian cuisine, desserts, and savoury cooking while gaining hands-on experience in hotels and restaurants.
Like many young culinary students trying to make ends meet, Aimman also started a side hustle selling nasi lemak to fellow Malaysians and locals in Rome.
That small venture would eventually fund another chapter in his culinary education.
Using the money he earned, Aimman travelled to London to complete apprenticeships at a Michelin-starred restaurant and an Argentinian steakhouse before accepting a job opportunity in Dubai through a recommendation from one of his chefs.
After several years abroad, however, one thing became increasingly clear.
He missed home.
Returning to Malaysia, Aimman worked in local restaurants while quietly nurturing a dream that had been with him since the start of his culinary journey: building his own food brand. Now based in Malaysia, he channels his international culinary experience into growing Betta Fetta, the premium tiramisu brand he founded.
A Tiramisu That Changed Everything
Entrepreneurship was never an afterthought for Aimman.
From the moment he decided to pursue a career in food, he envisioned himself owning and managing multiple brands. The challenge was finding the right product to introduce to Malaysians.
The answer arrived unexpectedly.
“It all started when my ex-partner asked me to make a tiramisu,” he recalled.
After tasting it, she encouraged him to turn the dessert into a business, convinced that the product had commercial potential.
That simple request became the starting point for Betta Fetta.
Inspired by the phrase “better slice”, the brand combines an Italian-inspired twist on the word “better” with “fetta”, the Italian word for slice.
The result was Betta Fetta — a name that reflected both Aimman’s culinary roots in Italy and his ambition to elevate a classic dessert.
Betting On One Dessert
Launching a tiramisu-focused brand in a market already filled with bakeries, cafes, and dessert businesses was not without risk. Yet Aimman saw opportunity where others saw competition.
To him, tiramisu was a blank canvas.
Rather than offering a wide range of products, he chose to focus on doing one thing exceptionally well.
“Consistent product equals returning customers,” he said.
That philosophy continues to guide the business today.
While many food businesses compete on variety, Betta Fetta built its identity around experience, trust, branding, and premium ingredients. The company also invested heavily in presentation from the beginning.
Building A Brand From Scratch
Like most startups, Betta Fetta’s early days were far from glamorous.
There were operational systems to build, logistics to manage, and months where sales remained modest. One of the biggest challenges was creating workflows that could support growth while maintaining product quality.
At the same time, Aimman faced a constant balancing act between staying true to Betta Fetta’s flavour profile and adapting to market demands. Even today, he admits that doubts occasionally creep in.
As new dessert brands emerge and competition intensifies, he regularly looks for ways to differentiate Betta Fetta while remaining relevant to consumers.
His first customers came through honest feedback rather than aggressive marketing. In the early stages, Aimman distributed tiramisu to people within his ex-partner’s social circle, hoping to gather genuine opinions about the product.
The positive response eventually generated word-of-mouth momentum and helped the brand gain traction. Social media accelerated that growth.
As an online-focused business, platforms such as Instagram became an important tool for customer engagement, brand awareness, and sales.
More Than Just Dessert
For Aimman, one of the most rewarding aspects of running Betta Fetta isn’t revenue or expansion. It’s seeing customers include the brand in life’s important moments.
Whether it’s birthdays, weddings, or family gatherings, he says he feels genuinely moved whenever customers choose Betta Fetta to be part of their celebrations.
Those moments serve as reminders that the business is about more than dessert.
It’s about creating memories.
Consistency remains one of the biggest priorities.
Aimman continues refining his recipe from time to time, not because it isn’t successful, but because he believes there is always room for improvement.
The challenge is finding the perfect balance between coffee lovers and those who prefer a milder flavour profile.
Looking Towards The Future
Aimman has ambitious plans for Betta Fetta over the next three to five years.
A physical retail space is also in the works. While details remain under wraps, Aimman confirmed that research and development are already ongoing.
Long term, he hopes to take Betta Fetta beyond Malaysian borders.
His vision is to expand internationally while showcasing Malaysian ingredients and products to a global audience.
As for the legacy he hopes the brand will leave behind?
Aimman’s answer is simple.
He wants Betta Fetta to bring people together, create meaningful moments, and prove that handcrafted quality never goes out of style.
And if customers remember only one thing about the brand, he hopes it will be this: “Betta Fetta is the dessert that brightens your day.“
How To Order Betta Fetta?
For those curious to try the tiramisu that has been winning over dessert lovers across Malaysia, Betta Fetta currently operates primarily through pre-orders.
Customers are encouraged to place their orders at least one day in advance according to the brand’s operating hours.
Betta Fetta operates from Monday to Tuesday (10am to 2pm), while deliveries are available from Wednesday to Sunday (10am to 3pm).
Deliveries are fulfilled via GrabExpress Car, although customers outside Kuala Lumpur should note that delivery charges may be higher depending on Grab’s prevailing rates.
The brand currently offers five flavours in both 4-inch and 7-inch sizes:
- Classic Tiramisu: RM33 (4-inch) | RM80 (7-inch)
- Mocha Tiramisu: RM35 (4-inch) | RM85 (7-inch)
- Matcha Tiramisu: RM37 (4-inch) | RM90 (7-inch)
- Salted Caramel Hazelnut Tiramisu: RM37 (4-inch) | RM90 (7-inch)
- Pistachio Tiramisu: RM40 (4-inch) | RM110 (7-inch)
To place an order, customers need to provide their name, contact number, preferred delivery date, and delivery address. Betta Fetta will then reach out via WhatsApp to confirm the order and arrange payment.
With plans for expansion and a physical space already in the pipeline, getting a box delivered may be the easiest way to experience the brand before its next chapter begins.
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