Primo Foods triumphs at FMCG Asia Awards 2025 for its tasty Stackers snack

With a positive consumer response and double-digit growth, Primo’s Stackers is well-positioned for continued success.

Primo Foods won the Consumer Good of the Year (Snack) - Australia at the FMCG Asia Awards 2025 for its Primo Stackers range. The recognition highlights the company’s ability to create a product that fits Singapore’s demand for tasty, convenient, quality snacks.

Introduced in August 2024, Primo Stackers combines cheese, crackers, and delicious deli meats in a single pack. It was designed to reflect the way people now eat, often in transit or between tasks. The product gives consumers a quick and easy, on-the-go snacking option that maintains portion control and variety.

For the Singapore launch, Primo Foods allocated a support plan focused on driving high-impact awareness and far-reaching sampling. The campaign ran from 18 August to 30 September 2024, targeting young professionals and main grocery buyers. Out-of-home placements covered 160 to 193 sites, including a complete door takeover at Chinatown MRT Station, one of the city’s busiest. YouTube and Meta ads reached 67% of the intended audience, while in-store activations took place across five supermarkets over six weekends.

Post campaign results showed advertising recall of 45% and Primo brand recall at 34%. Seventy-one per cent of respondents expressed intent to purchase after seeing the campaign. In 2025, total sales rose by more than 50% year-to-date against 2024, with FairPrice reporting a 20% increase over the same period.

With quality products made using Australia’s favourite Deli meats, targeted communication, and product development that taps into the needs of local consumers, Primo Foods has built a strong footing in the fast-moving consumer goods markets across Australia, New Zealand, Singapore and Hong Kong.  

The FMCG Asia Awards, organised by Retail Asia, recognises companies that have made a significant impact on the fast-moving consumer goods industry. It celebrates the excellence of those who consistently deliver exceptional products, drive innovative initiatives, and execute remarkable projects.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here.  For more information about the awards programme, you may contact Shela Ramos at +65 3158 1386 or [email protected].