Super Group Ltd 2 Senoko South Road. Super Industrial Building, Singapore Tel: (65) 6753 3088 Fax: (65) 6753 7833 www.super.com.sg

NEWS RELEASE FOR IMMEDIATE RELEASE Media contact: Candy Chng +65 6753 3088 ext 723

SUPER LAUNCHES NEW PACKAGING FOR CHARCOAL ROASTED WHITE

Highlights:  Introducing new packaging for Charcoal Roasted (CRWC), previously known as Charcoal Roasted White Coffee (CRIWC)  The new packaging aims to enliven the top selling white coffee series Singapore & , 13 September 2012 – Super Group Ltd, (“Super”, “the Group” or “超级集团 有限公司”), the powerhouse of leading instant beverage brands with market dominance in Southeast Asia, today announced the launch of a brand new packaging for their top selling white coffee series. The new packaging is an initiative to enliven the celebrated premium instant white coffee series for the sophisticated consumer with a discerning preference for traditional coffee flavours.

Ms Elaine Teo (张诗慧), General Manager for Group Branding and Marketing stated, “At Super, we are dedicated to offering our consumers coffee that suits their lifestyles. We believe today’s coffee lovers prefer coffee that not only looks good but tastes good . With our popular CRWC and new packaging, we are offering our consumers a classic, rich and robust coffee product.”

Enhancing Our Brands

In our drive to enhance our brands and build top of the mind awareness in our key Asian markets, we continue to invest in brand building activities. The new look for CRWC will refresh and replace the old look of CRIWC.

Mr Steven Lim, [insert Chinese name] Executive Director of Super Foods Marketing Sdn Bhd, commented, “The launch of our CRWC’s new packaging will be a nationwide initiative commencing from 1 September 2012. We are excited and confident that our Malaysian consumers will favour this new look.”

This new packaging for CRWC follows the iconic and successful “我叫你试”campaign for CRIWC that has captivated Malaysian consumers since it was launched in 2007. The transition to the new look for CRWC will be introduced to consumers from 1 September 2012.

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Mr Lim stated, “We have confidence that Malaysian coffee lovers who enjoy authentic flavours and classic aromas will love this new packaging with a modern outlook,”

There will be a series of advertising and promotional campaigns aimed at introducing our CRWC to consumers and encouraging trials from new consumers. In conjunction with the launch of CRWC new packaging, 1 million sachets of CRWC will be given away during promotions in hypermarkets, supermarkets and mini-marts. Comprehensive advertising and points of sales materials ( “POSM” ) will be on display to guide and educate consumers to their favourite CRWC.

Ms Teo added, “We will continue to invest in branding, advertising and promotion with the aim of being a leading food and beverage brand in Asia.”

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About Super Group Ltd

Super Group Ltd (“Super”) is a leading instant F&B brand owner with market dominance in Southeast Asia. The Group manufactures and distributes branded consumer products, primarily , instant cereals and instant tea mixes products for which it maintains top market positions in key markets throughout Southeast Asia. The Group currently operates 14 state-of-the-art manufacturing facilities in 6 key Asian countries.

Listed on the Singapore Exchange Securities Limited since 1994, Super maintains its corporate headquarters in Singapore. It is also a benchmark component of the FTSE ST All-Share Index, FTSE ST Consumer Goods Index and FTSE ST Mid Cap Index.

The Group has two business segments, Branded Consumer and Ingredients.

Branded Consumer segment

Super manufactures and/or distributes leading consumer brands of instant beverages and convenience food products. The Group owns more than 300 instant beverages and convenient food products distributed through an extensive network of sales offices and exclusive distributors strategically located in over 52 countries. Some of its proprietary brands include Super, Owl, Super Power, Café Nova,YeYe, Coffee King, Gold Eagle, Negresco, Eagle King, Liang Bao and Superkids. Super has received numerous accolades and awards for its products, including Grand Gold Medal and Gold Medal awarded by Monde Selection in the 43rd World Selection 2004, the 2008 Golden Bull Top 100 SMEs in Malaysia” and the Brand Laureate “Best Brand in Food & Beverage - Coffee” awards since 2007 and the Brand Laureate “Brand Specialty Awards Best Brand Category, Brand Communication – Coffee” in 2009. Super also won the “Singapore Top 100 Brands 2010” award conferred by Brand Finance. On 23 July 2011, Super was conferred the Food Safety Gold Award by the Agri-Food Veterinary Authority (“AVA”) to 24 top companies for maintaining “A” grading for food safety and quality for 15 consecutive years. Super is the only brand owner of 3-in-1 instant coffee to win the Food Safety Gold Award among gargantuan global food corporations.

In a drive to enhance Super’s brand value and build top-of-the-mind awareness in the Group’s key Asian markets, Super continued to invest in brand building activities. The rebranding of the OWL brand was completed and launched in October 2011. The subsequent rebranding of the SUPER brand will be launched by 1H2013 with the objectives of reinventing our brand personality and revitalizing our consumer marketing campaigns.

On 12 June 2012, Super was awarded the prestigious Brand Finance “Top 100 Singapore Brands 2012” recognition. Overall, Super’s brand value surged 85% to USD130m in 2012 from USD70m in 2011 based on Brand Finance’s Brands Report 2012.

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Ingredients segment

Super is a leading ingredients manufacturer for a diverse range portfolio of instant beverages and convenient food products that are marketed and distributed globally, working in partnership with multinational F&B manufacturing and foodservice companies, as well as hotels, restaurants and cafes (HORECA) to create tailored products suitable for the F&B markets. Super is a food ingredients application specialist capable of delivering quality and consistent ingredients to serve the regional marketplace.

Our key raw material manufacturing plants are located in Singapore, Malaysia and China.

For more information, please visit Super’s corporate website at www.super.com.sg ______

Issued for and on behalf of Super Group Ltd Investor and Media Contact, please contact: Candy Chng Group Corporate Affairs & Investor Relations [email protected] Tel: (65) 6753 3088 ext 723 Fax: (65) 6753 7833

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