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NTUC FairPrice refreshes housebrand range and unveils new look to stay relevant

Singapore grocery chain NTUC FairPrice has unveiled a redesigned look for housebrand products to help consumers make better informed purchase decisions. It is part of a housebrand refresh aimed at providing greater quality, value and a wider range to cater to the evolving needs of consumers.

According to a press release, the new look is designed to better reflect the quality attributes of its products, as well as country of origin and nutritional value.  The first 30 popular FairPrice housebrand products – such as Thai Hom Mali rice, olive oil, green tea, facial tissue and potato chips – with the redesigned packaging is available at all FairPrice stores from 8 October onwards. To complement the launch of the new packaging, consumer engagement activities such as product sampling will be held for consumers to experience the quality of FairPrice housebrand products and the good value that they provide.

The refresh of FairPrice’s range of over 2,000 housebrand products involves an end-to-end process including consumer research, partnering with suppliers and manufacturers, product testing, branding and packaging design.

Apart from this, FairPrice has also developed a product testing protocol, comprising specially trained assessors. Some 200 products have since been tested to assess if they meet consumers’ preferences or not. By the second quarter of next year, FairPrice will pull together a consumer advisory panel to co-create and develop new housebrand products. It targets to introduce 300 new housebrand products in the next 12 months.

The refresh comes after the company invested in in-depth consumer research over the past year, revealing that consumers are now more open to purchasing housebrands and recognise the good value that housebrand products provide. Consumers increasingly feel that the quality of housebrands are comparable with national branded products, said a press release.

Grace Chua, MD and deputy head of products, NTUC FairPrice, explained that FairPrice housebrand products were introduced 34 years ago to help families stretch their dollar without compromising on quality. It also helped keep prices of daily essentials in check. To continue to fulfil our social mission, she said that housebrand products must remain relevant to the evolving needs of consumers. “Our research shows that consumers want access to affordable products but they also want more than just the basics. They also want choice, quality, healthier products and convenience. We see this as an opportunity to re-imagine our housebrands,” she added.

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