MEDIA RELEASE
New and Healthier Food at Singapore Pavilion for Gulfood 2020 Food manufacturers look to deepen partnerships as the Middle East diversifies F&B offerings
MR No.: 003/20 Singapore, 3 February 2020
1. The demand for affordable high quality Asian inspired food and food products is growing in the Middle East as consumers in the region become increasingly sophisticated in their taste preferences1. Singapore’s food and beverage brands are keen to deepen partnerships with Middle East enterprises in packaged and fresh food, new food products, and convenient meals. Enterprise Singapore also sees partnership opportunities with Middle East enterprises in eco-friendly food packaging, functional foods2, developing new flavours and textures, and healthier food options. For Middle East enterprises, there are opportunities to leverage Singapore’s food innovation eco-system to develop and test-bed new products for the Middle East and Asia.
2. The Singapore Food Manufacturers’ Association (SFMA) will be leading 46 food and beverage companies to Gulfood 2020. The delegation comprising 35 returning and 11 3 companies new to Gulfood, will also be involved in business networking sessions with Middle East investors, traders and distributors. These Meet-The-Buyer sessions are organised and supported by Enterprise Singapore.
New and Healthier Food Products at the Singapore Pavilion in Gulfood 2020
3. 21 food prototypes with strong commercialisation potential developed by Singapore food manufacturers in collaboration with institutes of food science and technology, will be on display. The prototypes capture consumers’ trends on eco-friendly food packaging and sustainable food sourcing and ingredients. They are the latest offerings from Singapore’s food innovation ecosystem: a network of startups, supporting industries in flavours, ingredients and food packaging, and research institutes, that support close to 900 food manufacturers in Singapore. Refer to ANNEX A for details on the 21 food prototypes.
1 Trends and Opportunities - Dubai Chamber of Commerce and Industry, Economic Research Department, March 2019. 2 For example - food for the elderly developed to be easy to chew and digest with enhanced nutrition. 3 Refer to p.5.
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Singapore food manufacturers will also feature new products ranging from meat-free4 and plant based foods, easy-to-cook noodles that are non-fried and made with purple wheat with no MSG5, to dim sum made with healthier ingredients and processes6.
4. Nael Islam, Regional Group Director for Middle East and North Africa, Enterprise Singapore, said, “The Middle East has consistently been one of Singapore’s top 10 food export markets since 2015. In the Gulf States particularly, food exports from Singapore have increased steadily for the past three years7. The trusted Singapore brand’s emphasis on food safety and quality, and Singapore companies’ ability to adapt to local preferences have been key in forging strong partnerships with Middle East enterprises. We see opportunities for Singapore food and beverage brands, from a range of price points to cater to the growing consumer demand for more diverse food options. Middle East companies interested in developing new food products, such as ready-to-go meals and healthier food options, can also leverage Singapore’s food innovation ecosystem with its high standards in sourcing, processing, manufacturing, and packaging, and close collaboration with research institutes, when partnering Singapore food enterprises.”
5. Jimmy Soh, Deputy President, Singapore Food Manufacturers’ Association (SFMA), said, “Singapore food companies know creating high-quality unique products through innovation is one way to differentiate from the competition. The 21 prototypes on display at the Singapore pavilion, were developed through our Food Innovation Product Award (FIPA)8 challenge for companies to co-create sustainable, healthy and convenient food products with research institutes. Companies have to undergo a nine-month innovation methodology to develop business capabilities, gain consumer and market insights, and facilitate the commercialisation of novel food ingredients, processing methods and products. The SFMA has supported about 80 food companies to launch around 70 new food products to market, so far. The capability to support the innovation of localised food products is a key value proposition Singapore companies bring to the region’s growing food and beverage industry and changing consumers’ tastes.”
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4 Tee Yih Jia Food Manufacturing Pte Ltd will be launching its meat free ALTN brand which will comprise a range of both Asian and Westernised products, ranging from finger foods to Ready-to-Eat (RTE) meals. Products have three different variations – Vegan, Vegetarian and Flexitarian options. Refer to p. 27 of the Singapore pavilion brochure at www.bit.ly/2NOiLGC. 5 Tat Hui Foods Pte Ltd is a Singapore manufacturer of instant noodles. Refer to p. 26 of the Singapore pavilion brochure at www.bit.ly/2NOiLGC. 6 Sin Mui Heng Food Industries Pte Ltd has started research and development to look into using ingredients that are more sustainable, and enable the production of healthier, wholesome dim sum that still retain traditional flavours. Refer to p. 23 of the Singapore pavilion brochure at www.bit.ly/2NOiLGC. 7 Refer to p.4. 8 www.fipa.com.sg
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For media queries, please contact:
Ms Suzanne Walker Corporate Communications T : +65 6279 3656 M : +65 9873 8181 Email: [email protected]
Ms Seah Yi Jing Corporate Communications T : +65 6279 3825 M : +65 9672 6435 Email: [email protected]
About Enterprise Singapore Enterprise Singapore is the Singapore government agency championing enterprise development. It also supports the growth of Singapore as a hub for global trading and startups.
The agency attracts global commodities traders to establish their global or Asian home base in Singapore. Today, Singapore is a leading global trading hub with a complete ecosystem for the energy, agri-commodities and metals & minerals trading clusters. Singapore is also home to many global enterprises, startups and investors that operate in its robust pro-enterprise environment.
Enterprise Singapore builds trust in Singapore’s products and services through quality and standards. Renowned for their dedication to quality and innovation, Singapore companies make ideal business partners.
With Enterprise Singapore’s global network in over 35 locations spanning many developed and emerging markets, it connects businesses with relevant Singapore companies for their business expansion.
Visit www.enterprisesg.gov.sg for more information.
About Singapore Food Manufacturers’ Association
Established in 1967, the Singapore Food Manufacturers' Association (SFMA) is a professional and active trade association with more than 460 members. Today, SFMA organises more than 60 industry activities annually such as the monthly capabilities workshops, overseas ‘Tasty Singapore’ tradeshows and supermarket promotions, overseas study and trade missions, networking and business matching sessions. SFMA has also championed several industry initiatives that are aligned to Singapore’s Food Manufacturing Industry Transformation Map , such as Food Innovation Product Award Competition (FIPA), Singapore Food Gifts Initiative, the Singapore Food Expo and Asia Pacific Food Expo to help food manufacturers innovate, internationalise and create new channels for business growth.
Visit www.sfma.org.sg for more information on SFMA.
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ADDITIONAL INFORMATION
Economic Data
SINGAPORE'S ANNUAL DOMESTIC EXPORT OF FOOD TO GULF STATES, VALUE IN S$ MILLIONS (Source – Enterprise Singapore accurate as of Jan’2020) COUNTRY 2015 2016 2017 2018 2019 BAHRAIN 7.5 7.5 8.1 9.4 8.5 IRAQ 8.0 8.9 8.1 10.0 13.5 KUWAIT 19.2 21.8 17.7 20.0 23.5 OMAN 10.2 11.3 11.4 10.2 12.8 QATAR 15.9 19.1 22.8 25.3 27.4 S. ARABIA 58.9 73.5 72.4 73.4 115.2 U.A.E 81.7 87.9 70.5 70.2 84.3 Total 201.5 230.0 211.0 218.5 285.2
Ranking Markets 2015 2016 2017 2018 2019 (Source – Enterprise Singapore accurate as of Jan’2020) UNITED STATES 14 14 15 1 1 AUSTRALIA 1 1 1 2 2 JAPAN 2 2 2 3 3 EU-28 11 11 6 6 4 THAILAND 5 7 4 5 5 PHILIPPINES 6 3 5 7 6 MALAYSIA 3 4 3 4 7 VIET NAM 7 6 7 8 8 MIDDLE EAST 8 8 9 10 9 CHINA 4 5 8 9 10
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Interview Opportunities
Companies for media profiling Spokespersons language proficiency Jumain Sataysfaction Pte Ltd English and Malay Tee Yih Jia Food Manufacturing Pte Lte English and Mandarin Mr Popiah Pte Lte English and Mandarin Sin Mui Heng Food Industries Pte Ltd English, Mandarin and Arabic
Singapore food and beverage companies participating in Gulfood for the first time9
1. Chinatown Food Corporation Pte Ltd 2. Ken Seng Hong Pte Ltd 3. Natrad Food Pte Ltd 4. RM Food Manufacturing Pte Ltd 5. Sinhua Hock Kee Trading (S) Pte Ltd 6. Sol Agri Resources Pte Ltd 7. Tan Soon Mui Food Industries Pte Ltd 8. Tasty Food Industries (S) Pte Ltd 9. The Seafood Company Pte Ltd 10. Doki Doki Pte Ltd 11. MWD Beverages Pte Ltd
9 Several companies have returned after an extended break.
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ANNEX A
List of innovative food product prototypes on display in the Singapore pavilion
No Product Name and Company Description of food product prototype . 1 Konjac Meal Pack
Company: Alpha Colloids Pte Ltd Contact: [email protected] A rice or noodle replacement that uses konjac as the base. The product is lower in carbohydrates and calories, meat-free, ready-to-eat, and nutritious. It comes in a wide variety of flavours featuring Korean, Western and Chinese cuisine.
2 Madgicc Stix
Invented as a food that functions as a
Company: Asia Farm F&B Pte Ltd straw. The edible straws come in three flavors – Choco-loco, Frütstick, Peachy Contact: [email protected] Strawdel to complement a variety of
beverages for premium–end cafes and restaurants.
3 Jammin Cakes
Jammin Cakes is a nutrient-packed sugar- Company: Atfresh Pte Ltd free breakfast kit for kids. Made of beetroot Contact: [email protected] and pumpkin, the cakes are paired with pineapple and strawberry sauces for kids to transform cakes into personal art pieces. Jammin cakes are also high in dietary fiber and calcium.
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4 Mezza Pizza
Singapore’s first frozen meat-free Rendang* pizza developed from quorn Company: Developed by Nanyang mycoprotein meat substitute. The pizza
Polytechnic Singapore crust, made of wholemeal flour and Contact: [email protected] cauliflower, comes from upcycling excessive pastry dough.
*Rendang is a spicy meat dish slow cooked and braised in coconut milk and spice mixture.
5 Mini Crunchies
Mini Crunchies is a low salt and sugar meat Company: Chop Hup Chong Food snack that is high in fiber*. Industries Pte Ltd Contact: [email protected] Made of chicken floss and natural ingredients such as black sesame, ginger, and okra, the snack contains no added preservative, artificial flavorings, and colorings.
*contains inulin, a plant based soluble fiber
6 Satay Sedap
Company: City Satay (Food Industries) Pte Ltd A meat-free satay* that uses tofu, okara Contact: [email protected] and wheat gluten allowing vegetarians to indulge in one of Singapore’s favourite national dishes. The satay is ready-to-eat,
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shelf-stable, cholesterol-free, free of saturated fats and a source of fibre.
*satay is seasoned skewered and grilled meat, commonly served with spicy peanut based sauce.
7 Chocolate Kaya with Oats
Company: Fong Yit Kaya Pte Ltd Chocolate kaya* spread with added oat Contact: [email protected] powder in a clear glass packaging. It contains lower fats and sugar compared to regular chocolate spreads. The added oat powder regulates blood sugar level and LDL^ cholesterol, promotes heart health, and boosts the immune system. The product can be consumed as a snack or spread.
*kaya is essentially coconut jam made from a base of coconut milk, eggs and sugar.
^LDL stands for low density lipoproteins. High levels of LDL lead to a buildup of cholesterol in arteries.
8 Apple Crunch
AppleCrunch is a convenient, on-the-go snack with natural flavours and multi Company: Health Domain Pte Ltd whole-grains. The bite-sized balls allow Contact: one to enjoy a crumb-free snacking [email protected] experience. It is also the first whole-grain snack formulated with isomaltulose in Singapore, which is high in fiber and lower in glycemic index compared to existing grain bars. Consumers can enjoy a healthier-choice snack in both original and chocolate flavours.
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9 Flexi Petite Patty
The Flexi Petite Patty is a novel and healthy meat-based product, scientifically Company: Jordon International Food created with a mixture of animal and plant- Processing Pte Ltd based protein from natural sources. It is Contact: [email protected] high in protein, low in saturated fat, and contains no trans-fat, synthetic nitrate, and preservatives. It also comes with a microwaveable packaging which provides consumers with a healthier and convenient option.
10 Alternate
Company: Jumain Sataysfaction Pte Ltd Alternate is a convenient pick-me-up that Contact: [email protected] embodies traditional Singapore flavours and innovative modernisation. Made with plant-based proteins and satay seasonings, the rich savoury vegan satay balls are accompanied by edible cucumber biscuit ‘toothpicks’ that refresh the palate bite after bite.
11 Instant Oats Mug Cake
Company: Khong Guan Ltd Instant Oats Mug Cake allows one to enjoy Contact: [email protected] a rich and moist chocolate cake within 2.5 minutes, simply with the addition of hot water and a microwave. The vegan cake mix uses only natural ingredients, is a source of dietary fiber and cholesterol free.
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12 Chufa Soon Kueh
Chufa Soon Kueh* is a healthier alternative Company: Lek Lim Nonya Cake Trading to the traditional soon kueh, containing Contact: [email protected] less sugar and more protein and dietary fiber compared to the typical soon kueh.
The products comes in a variety of flavours. E.g. carrots and spinach.
*soon kueh is a traditional Chinese snack of jicama, dried shrimp and mushrooms packed in a translucent rice flour skin.
13 BisGold
BisGold is a biscuit high in protein and calories developed to be easy-to-chew and Company: Life3 Biotech Pte Ltd high in nutritional value for the elderly. Its Contact: [email protected] innovative element lies in the shelf-stable bi-component product of two different textures which enhances the taste experience for consumers. 14 Functional and Shelf-Stable Popiah Skin
The popiah* skin can be retailed without Company: Mr Popiah Pte Ltd being refrigerated and is made with natural Contact: [email protected] and healthy ingredients (cinnamon), with no artificial preservatives added. The popiah skin can be used as an ideal sandwich wrap.
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*popiah means thin-wafer and the popiah skin is a soft thin paper like crepe made from wheat flour. Popiah skin is served as a roll or wrap filled with cooked turnip, jicama, bean sprouts and eggs. (Fillings will depend on individuals’ preferences)
15 Singapore moments
Company: Par International Holdings Pte Singapore moments provides edible Ltd packaging that maintains the nutritional Contact: [email protected] value and taste of food products.
16 Freshjoy Gac Vinegar Drink
Freshjoy Gac* fuses traditional ingredients with superfruits for a healthy drink. It is the Company: PS Food and Beverage (S) Pte first Gac fruit vinegar drink in the market. Ltd Contact: [email protected] *A type of melon rich in bet-carotene and lycopene.
17 Grab & Go Loh Mai Kai
The Grab & Go Loh Mai Kai encapsulates Company: Sin Mui Heng Food Ind Pte Ltd convenience and tradition into one Contact: [email protected] product. By including more whole-grains
with glutinous rice, the glycemic index is
lower for this Loh Mai Kai* than traditional versions. The unique easy-tear packaging allows for easy consumption upon opening.
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*A classic dim sum dish made of glutinous rice filled with meat and vegetables.
18 Treasure of the Sea Soup
This ready-to-eat rich chicken soup Company: SPW Food Industries Pte Ltd contains abalone, sea cucumber, white Contact: [email protected] scallop and shiitake mushroom. It comes with a smart packaging Augmented Reality (AR) technology which allows consumers to scan the front of the packaging using an AR app on their mobile phones to view the ingredients and its respective health benefits.
19 SOYummy
Company: Tai Hua Food Industries Pte Ltd SOYummy is a cooking condiment created Contact: [email protected] with soy cake, a by-product of soy sauce production. When added to dishes it
enhances savory flavors and is a healthier substitute to salt. With the rising popularity of spicy dips, Tai Hua created a spicy ready-to-eat SOYummy dip to add to their range of sauces.
20 Teochew Silver and Golden Fish Cake
Company: Thong Siek Food Industry Pte Singapore’s first texture-modified Ltd Teochew fishcakes developed for the elderly. The soft texture of the fishcake Contact: [email protected] allows for easy swallowing and is a rich
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source of protein, calcium, and dietary fiber.
21 Pufflings
Wholegrain cereal puffs made with pandan* extract and produced by the ‘High Company: Zoe Anastasis Trading Heat Short Time’ extrusion method which Contact: [email protected] preserves nutrients in the whole grain.
*pandan is used in South Asian and Southeast Asian cooking as a flavouring
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