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Our HouseBrand
Our Housebrand Landing

FairPrice Housebrand aims to offer better value to our customers without compromising on quality. Our wide range of items are priced 10 to 15 per cent lower but are comparable in quality with leading brands.


FairPrice Housebrand was introduced in 1985 to offer better value and savings, and make essential items more affordable to our customers. Since then, we have expanded our range of items to meet the evolving needs of our consumers and have constantly strived to improve the quality of our products. Our Housebrand items are, on average, priced 10 to 15 per cent lower but yet are as good in quality with comparable leading products. Today, the sub-brands under the Housebrand umbrella include FairPrice Housebrand, FairPrice Gold, Pasar, Home Proud and Smart Choice. Launched in Sept 2020, Smart Choice aims to provide a range of no-frills, value of money lower-priced essentials ranging from fresh eggs, bread to non-food items such as kitchen towels and bleach.


  • FairPrice Gold

    Premium offerings for those who seek the finer things in life

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  • FairPrice Housebrand

    A trusted brand with more than 500 products at great value without compromising on quality

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  • Pasar

    The natural choice for quality fresh produce, fruits and vegetables

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  • Pasar Organic

    Fresh organic produce approved by organic food certification bodies such as Organic Thailand

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  • Home Proud

    Smart solutions for your home and office

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  • Smartchoice

    Affordable prices every day

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