The food items featured were inspired by the typical dessert recipe content that it publishes on its social media channels, and its iced teh take is a hat tip to sister business units, Kopitiam and Foodfare.

The brand said Fong's professional and shrewd image matches Price.com.hk's brand identity of smart buying.

Along with the change in the tagline, the brand will be running an integrated brand campaign, led by a two-minute film, which celebrates the distinct experiences and life journey of every person.