Frozen delights and homegrown excellence: FairPrice Housebrand reigns supreme at FMCG Asia Awards 2023

Double triumph for FairPrice Group’s Housebrand as they received the Consumer Good of the Year (Ice Cream) - Singapore and Home Brand of the Year - Singapore at the FMCG Asia Awards.

FairPrice Housebrand has been providing affordable and quality products for all in Singapore since 1985. Over time, the Housebrand range has expanded to over 2,000 products across 54 categories, including Potong ice cream, which clinched Consumer Good of the Year (Ice Cream) - Singapore this year at the FMCG Asia Awards. FairPrice Housebrand also won Home Brand of the Year - Singapore.

In the journey towards creating the award-winning Potong ice cream, FairPrice Housebrand implemented a strategy to overcome the perception of Potong as a dull and traditional dessert and increase the appeal of Potong ice cream amongst younger generations. 

To entice customers to sample the trio of new Potong flavours—coconut, pulut hitam, and yam—individual portions were put up for sale, resulting in enthusiastic online praise for these new flavours. In just six months since the campaign's launch, sales for the expanded Potong ice cream line tripled, setting a strong foundation for future category growth.

FairPrice Housebrand also won Home Brand of the Year - Singapore. Staying committed to moderating the cost of living for all in Singapore, FairPrice Housebrand products are priced 10 to 15 percent lower than comparable national branded products, giving budget-conscious consumers a low-cost yet high-quality alternative.

In 2023, FairPrice Housebrand leveraged FairPrice Group’s 50th-anniversary celebrations and FairPrice Block Parties to strengthen the value perception of Housebrand products and drive across the message that FairPrice Housebrand is the local brand of choice. 

As part of the 50 Days of Savings campaign, FairPrice Housebrand offered weekly $0.50 deals on Housebrand products such as coconut Potong ice cream, crackers, and oyster sauce. This provided opportunities to introduce the FairPrice Housebrand to a wider audience, driving customer trials and conversions. During the National Day campaign, Housebrand items were also highlighted as local favourites, strengthening the connection between our consumers and Housebrand products.

FairPrice Housebrand's journey showcases its dedication to improving the well-being of all in Singapore, overcoming challenges with innovation, building strong brand equity, and offering products to meet the evolving needs of consumers whilst ensuring that cost and quality are upheld to deliver true value to customers.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].