Betagro’s Health and Wellness Success Story
Betagro has made significant strides in the health and wellness food market, particularly in Singapore and Thailand. The company emphasizes that high-quality food plays a crucial role in promoting good health, thereby enhancing the overall quality of life. This commitment to healthy yet delicious products has garnered attention at the FMCG Asia Awards 2024, where Betagro received accolades in the Consumer Goods of the Year and Health & Wellness Initiative of the Year categories.
Introduction of Steamed Chicken Breast in Singapore
In 2020, Betagro launched its Steamed Chicken Breast series in Singapore’s largest convenience store chain, marking a pioneering move as the first brand to introduce such a product on a broad scale. To successfully navigate the Singaporean market, it was essential for Betagro to understand local consumer preferences, particularly the rising interest in healthy snacks and convenience foods. Collaborating with local partners allowed for effective distribution and prompt delivery, essential to meet the demands of Singaporean customers.
Singaporeans are known for their appreciation of innovative food options. Health and wellness trends are particularly prominent, with a 2021 survey indicating that 44% of Singaporeans take vitamins daily, and 26% engage in daily physical exercise. Recognizing the combination of health consciousness and busy lifestyles, Betagro introduced its chicken breast products tailored for health enthusiasts, busy professionals, and gym-goers.
Successful Partnerships and Growing Sales
By partnering with 7-Eleven, Betagro launched its chicken breast range, resulting in significant sales. In its first year, the brand sold approximately 450,000 packs, followed by impressive growth rates of 73%, 82%, and 116% from 2020 to 2023. This success is attributed to the product’s appealing combination of taste and health benefits.
Betagro’s constant innovation in flavor offerings has kept consumers engaged. The collaboration with 7-Eleven and distributors like C S Tay Foods has played a critical role in consistently introducing new products, leading to various awards including the 7-Eleven Best Product Award in 2022 and the Highest Sales Growth Award in 2023. By 2024, over 5 million packs of chicken breast had been sold in Singapore, marking one of the company’s most successful market entries.
S-Pure Campaign in Thailand
Turning to Thailand, Betagro’s S-Pure campaign focuses on promoting its products as the safest and purest protein source available. This marketing strategy emphasizes trust and education regarding S-Pure’s production methods, which utilize a unique Synbiotic feed composed of both prebiotics and probiotics.
Alongside the fresh meat offerings, S-Pure has recently launched a range of premium, additive-free meats branded as S-Pure Prime. This has resulted in significant growth, with a 25% increase in sales for its Clean Label sausage products. The campaign has also seen remarkable engagement on social media, achieving a 192% increase in viewership on TikTok within two months.
Acknowledgment and Future Directions
The FMCG Asia Awards celebrated the outstanding achievements in Asia’s food sector, highlighting innovation and consumer engagement. As Betagro continues to expand its offerings and market presence, it emphasizes its commitment to quality, health, and sustainability.
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