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08 October 2010

NTUC FairPrice chosen as first stop for Brunei Halal’s global push

- New Brunei Halal range kick starts with over 20 grocery items at NTUC FairPrice 

To better cater to the needs of Muslim customers, NTUC FairPrice (FairPrice) today launched Brunei Halal, an exclusive range of Halal-certified food products imported from Brunei. Brunei Halal will offer over 20 products ranging from instant noodles and snacks to beverages and chocolates at FairPrice. FairPrice is the first to offer Brunei Halal outside of Brunei Darussalam, making the local supermarket chain the first stop for Brunei Halal's global expansion plans. 

Mr Seah Kian Peng, CEO (Singapore), NTUC FairPrice, said, "Today, we are proud to introduce our new range of Brunei Halal products. We are honoured that FairPrice has been chosen as a launch pad for the global expansion of the Brunei Halal brand. This is also an indication of the trust and confidence in the FairPrice brand not only at home but abroad as well."

The launch was held at FairPrice Joo Chiat Complex earlier today and was graced by Pengiran Saiful Rizal bin Pengiran Haji Razali, Acting High Commissioner of Brunei Darussalam. Brunei Halal is exclusive to NTUC FairPrice and will be available at all major FairPrice supermarkets, FairPrice Finest, and FairPrice Xtra stores. 

Mr Noel Shield, CEO, Ghanim International Foods Corporation Sdn Bhd, the marketing and trading agency for Brunei Halal, said, "The Brunei Halal Brand is poised to become one of the major contributors in the growth of the Halal industry globally and we are excited to be partnering Fairprice in our first international retail launch of the Brunei Halal Brand outside of Brunei. With our stringent and rigorous Halal food production and certification process, customers in Singapore can be assured that the products are manufactured strictly in accordance with their beliefs and that they are quality products."

About 15% of Singapore's population is Muslim and the latest population census reveal that the Malay community number over 680,000 in Singapore. Globally, the Muslim population is growing at 2.9% per year and is currently about 1.2 billion; it is projected that in 2025, 30% of the world's total population would be Muslim. 

FairPrice offers over 4,000 Halal certified items including 180 Halal FairPrice housebrand products. These products are sourced from around the world as part of our food diversification strategy. Some of these countries include Australia, Brazil, Indonesia, Malaysia, Thailand, Turkey and USA.

To better meet the needs of its Muslim customers, FairPrice also has MUIS certified Halal Corners at 10 of its stores situated round the island.

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