FairPrice Housebrand & Kopitiam from FairPrice Group honoured at Retail Asia Awards 2024

They were recognised for their innovative products and strategic marketing initiatives, setting new standards in the retail and food & beverage sectors. 

FairPrice Group’s (FPG) Own Brands and Kopitiam businesses garnered prestigious accolades at the Retail Asia Awards 2024, demonstrating their respective prowess in the retail and food & beverage sectors. 

FPG Own Brands emerged victorious in the Retail Product of the Year - Singapore category, an honour attributed to the successful launch of its special edition potato chips. 

This achievement underscores FPG Own Brands’ commitment to innovation and customer satisfaction. Since introducing four new flavours—Sambal Balado, Hot Chilli Pepper Lime, Black Garlic Ramen, and Yakitori Chicken—in 2023, the group has seen remarkable sales performance, signalling consumer acceptance of the products’ quality, taste, and trendy packaging. In the first five months of their launch, the chips generated close to half a million dollars in sales. FPG attributed this impressive growth to the effort invested into research, sourcing, and selection of the products. 

The business’s sound marketing, pricing and promotional strategies also contributed significantly to sales during this period. FPG Own Brands chalks its overall success up to the collective efforts of its many teams, emphasising the importance of collaboration across all business units. 

“So many teams - from our corporate staff, to our upstream sources, to our frontliners who serve our customers everyday - played such an important role in making the launch of our Special Edition Chips a success. Their tireless dedication will enable the business to strive for even bigger and better things in the years to come,” the company said. 

Kopitiam, on the other hand, was recognised as the ‘Food & Beverage Retailer of the Year - Singapore’ and celebrated for its strategic efforts to enhance consumer dining experiences, and perceptions of local hawker food - a Singapore culinary staple. 

To continue meeting customer needs for variety and quality in food options, Kopitiam launched the "Hawker Gems" series, a multifaceted initiative designed to revitalise its image and offerings. Through the initiative, its locations were segmented into four zones, each spotlighting up to ten unique hawker stalls, showcasing the diverse range of affordable dining options that Kopitiam offers to customers across the island. 

Additionally, Kopitiam introduced the Million LinkPoints lucky draw, providing customers with a chance to win a million LinkPoints - worth $10,000 - with every purchase of $7 and up at a participating Kopitiam outlet. The campaign's success was evident in the participation of over 1.2 million customers, and an impressive $940,000 growth in gross merchandise value, yielding a return on investment of 26 times the campaign cost. 

Kopitiam's integrated marketing strategy, leveraging both traditional and digital media, played a crucial role in amplifying the reach and impact of the Hawker Gems initiative. 

“By strategically combining diverse F&B offerings with innovative marketing tactics, Kopitiam has successfully repositioned itself as a leading provider of quality and variety in Singapore's culinary landscape,” the company said. 

Both FPG and Kopitiam exemplify excellence and innovation in their respective fields, setting benchmarks for others in the industry. Their achievements at the Retail Asia Awards 2024 highlight their dedication to staying relevant and meeting consumer needs through innovative products and strategic marketing initiatives.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].