DFI Retail Group’s Meadows bags Home Brand of the Year Award in FMCG Awards

With over 10,000 outlets, including grocery stores, convenience stores, health and beauty stores, and home furnishings stores, the Dairy Farm International (DFI) Retail Group offers retail experience and great service all delivered through a strong store network supported by efficient supply chains.

Hongkong’s leading pan-Asian retailer, DFI Retail Group, formerly known as Dairy Farm Group, launched its own brand of products to sell in its grocery and convenience stores in 2019. The brand, known as Meadows, offers great value on high quality products at competitive low prices to its customers.

In less than two years, Meadows has become the number one brand at DFI Retail Group. The company has its ever-growing assortment that covers 1,700 products, spanning over 65 categories including grocery, fresh, non-food and general merchandising and will continue to expand in the coming years. 

The company’s successful initiatives have earned for it the Home Brand of the Year (Hong Kong) trophy in the very first FMCG Asia Awards 2021. In its inaugural year, the awards aimed to recognize the region's best fast-moving consumer goods (FMCG) companies that have shown exemplary performance and their most outstanding products and initiatives.

With the brand's commitment to bring the greatest quality food at the lowest cost, Meadows’ products are consistently priced 20% below the average price of other brands. Aside from this, the brand goes the extra mile to source the best ingredients with utmost care from countries all over the world to create award-winning products tested by real families before it goes on shelves. 

Thus, it is no surprise that seven Meadows products are being sold every second. They are attracting over 70,000 new Meadows consumers in Hong Kong alone where 97% of the customers return to the brand to repurchase.

To improve its competitiveness, the brand also introduced the first nanotechnology range of cleaning products. Meadows strives to incorporate additional sustainability considerations to its products such as selling cage-free or free-range eggs, MSC certified fish and dolphin-friendly canned tuna.

With the help of the “Always Meadows, always chosen with care” campaign, DFI Retail Group was able to achieve up to 82% brand awareness and 50% brand conversion within six weeks post-campaign launch in Hong Kong, Singapore and Malaysia. Almost 29% of its consumers found out about their campaign via their own channels with 11% via family and friends. 

As a result of these efforts, the brand has won more than 80 international quality awards in 2021 from Monde Selection to International Taste Institute, the longest running and most recognized international tasting organizations.

Following these successes, Meadows became the number one brand in Hong Kong and Singapore Modern Trade, top brand in nuts, jam & spreads, cooking aids, frozen vegetables, frozen fruits, butter & margarine at DFI grocery retail stores in Hong Kong as well as the number one brand in savory snacks, water and nuts at DFI grocery retail stores in Singapore.

From importing frozen potato wedges from the Netherlands, to harvesting oats from Australia for its oatmeal, Meadows vowed to deliver the best products that customers can trust and keep coming back to, time and time again.