From bestselling potato chips in every imaginable flavour to affordable diapers and anti-bacterial wet wipes, these are on a par with top-brand alternatives.
Six years ago, Marcus Wong and his team visited a few homes in Singapore to “raid” their fridges and kitchen cabinets. No, it wasn’t a looting spree — they were conducting a study on how consumers shop for groceries like housebrand products. Marcus, Senior Director, Head of Own Brands Retail Unit, also followed the families on supermarket runs to observe what they put into their trolleys.
Own Brands Retail was started to create and market FairPrice housebrands. A housebrand is a product sold under a retailer’s name instead of a manufacturer’s brand and is often priced lower than the latter’s. What Marcus learnt: even if people didn’t have expensive homes or big cars, they stretched their budget for “branded” groceries because of the perceived quality and value that their families could enjoy. These findings led Marcus and his team on “a transformation genesis” to revamp FairPrice housebrand products.
One thing stood out: “cheap” no longer meant better value to customers. “You have to offer price and quality,” says Marcus. “There is also a social stigma for some consumers who feel embarrassed buying a housebrand product that makes them look like they are compromising, so packaging design is important. While housebrands are a good way to help you save, their quality, look and feel must be as good as the top-brand alternative.”
From daily essentials to value-for-money snacks, here’s what you should add to cart!
FairPrice Peanut Butter – Creamy
If you are into peanut butter, this is the bestselling one at FairPrice. Some customers even shared that they find it very creamy and silky-smooth, making it easy to spread on bread effortlessly.
FairPrice Satay on Sticks – Beef
Prepared with fresh, high-quality ingredients, these delicious beef satays come with a mouth-watering satay gravy made from a traditional recipe of garlic, shallots, lemongrass, and more. Perfect for family get-togethers or a late-night snack, they can be grilled or microwaved for the ultimate convenience!
FairPrice Anti-Bacterial Wet Wipes
Dermatologically tested, these alcohol- and paraben-free wipes are made with vitamin E, aloe vera and chamomile extract for a moisturising effect. Fans love the subtle scent, perfect moisture level and soft, comfortable touch.
FairPrice Crispy Chicken Drumette – Flaming Hot & Spicy
Spicy food fans will love these flavourful Crispy Chicken Drumettes. Part of a frozen chicken snack line with more than 10 variations, including Crispy Popcorn Chicken and Japanese Style Katsu, they’re ready in under 20 minutes in an air fryer, making them an irresistible addition to any meal.
FairPrice Gold Junior Milk Formula – Stage 4
Made in Australia, this affordable milk formula is enriched with calcium, vitamin D and prebiotics to support strong bones, teeth and a healthy digestive system. With its attractive price, it offers great value for money compared to other brands.
FairPrice Baby Dry Diaper Pants – XL (12 – 17kg)
From packet milk to baby diapers, FairPrice’s housebrand range of baby and children’s essentials boasts quality comparable to national brands. Available in tape and pants formats and various sizes, these feature cute animal-print packaging, making diaper changing much more fun for young parents!
1970s: Fears of a global food shortage led to inflated prices. To stabilise food prices, NTUC Welcome was established. NTUC members packed rice into unbranded bags to sell at lower prices to combat profiteering.
1985: FairPrice becomes the first retailer in Singapore to launch a housebrand, with prices 10-15% cheaper on average than similar “branded” products.
2000s: FairPrice sets up the Own Brands Retail Unit to create and promote its housebrand products.
Today: There are now more than 2,000 FairPrice housebrand products across 54 categories. These are sourced from more than 55 countries including Singapore, Thailand, Japan, Australia, Italy and Canada.
