The Consumers Association of Singapore (“CASE”) and Sheng Siong Supermarket Pte Ltd (“Sheng Siong”) announced today that all Sheng Siong house brand grocery products will be listed on mobile application Price Kaki. Sheng Siong is the first supermarket to make available all its house brand grocery products on Price Kaki amidst recent consumer concerns over inflationary pressures and cost of living issues.

More than 950 Sheng Siong house brand products, comprising daily essentials such as cooking oil, rice, instant beverages, confectionary products, canned food, noodles, snacks, and household cleaning products, will be available on Price Kaki from 1 July 2022. This brings the number of products listed on Price Kaki to more than 6,200 products.

The announcement was made this morning during a visit by Ms Low Yen Ling, Minister of State, Ministry of Trade and Industry & Ministry of Culture, Community and Youth to Sheng Siong’s distribution centre in Mandai.

Price Kaki was launched by CASE in September 2019 as a tool to help consumers compare prices of daily essentials and make informed purchasing decisions. Since its launch, the mobile application has received more than 108,000 downloads.

Sheng Siong has been a key stakeholder to CASE’s efforts in promoting price transparency and helping consumers stretch their hard-earned dollars and has contributed its products since the launch of Price Kaki.

House Brands
As house brand products set an important price floor for daily essentials, CASE has been calling on major supermarkets to consider introducing more house brand products to provide consumers with viable and comparable alternatives amidst the current inflationary environment.

Sheng Siong’s range of 23 house brand labels includes Tasty Bites, Heritage Farm and Happy Family. They span across seven product categories comprising groceries, frozen, dried food, seafood, meat, fruits and vegetables. Products are developed with a focus on health, nutrition, quality and value to provide a healthier choice for Singaporeans while remaining affordable.

Refer to Annex A for more information on Sheng Siong’s range of house brand products.

Other Initiatives
To help consumers cushion the impact of rising prices, Sheng Siong will also be increasing its Senior Citizen Discount from 3% to 4% from 5 July 2022. In addition, the supermarket chain will be launching regular promotions and product discounts. With the support of bank partners, customers can enjoy cash rebates when they use preferred credit cards at Sheng Siong.

Refer to Annex B for details on Sheng Siong’s initiatives to help Singaporeans cope with cost-of-living issues.

Ms Low Yen Ling, Minister of State, Ministry of Trade and Industry & Ministry of Culture, Community and Youth, said: “With all of Sheng Siong’s house brands on board Price Kaki, the app now has a robust range of major products of key grocery providers. By making Price Kaki our go-to app whenever we need groceries, we can easily compare prices to save and stretch every dollar. At the touch of the fingertips, Price Kaki tells us where some of the best value buys are, and helps us make better-informed buying decisions to suit our budgets. Retailers on board Price Kaki like Sheng Siong, are leading the way with their commitment to being transparent in the prices of their goods. Price transparency not only promotes consumer trust and confidence but also wins customers’ loyalty when they know they are getting the best returns for their buys. I urge consumers to download the Price Kaki app and use it to help stretch their budget. We hope more retailers will get on board Price Kaki, which can expand their customer and product reach considerably.” 

Mr Melvin Yong, President, CASE said: “We are happy that Sheng Siong has volunteered to include their full range of house brand grocery products on Price Kaki. This is a significant move as this collaboration with Sheng Siong will not only increase the number of grocery items listed on Price Kaki, it will also provide consumers with more affordable options when they shop for daily essentials. House brands are produced and managed directly by the retailer, and their products can be between 10% to 25% cheaper than regular brands. I encourage consumers to give house brands a try, as they can be as good and nutritious as regular brands. I am also heartened by Sheng Siong’s move to increase the Senior Citizen Discount. This will go some way to help their elderly customers mitigate the rising prices of daily essentials.”

Mr Lim Hock Chee, Chief Executive Officer, Sheng Siong, said: “Sheng Siong has collaborated with CASE on Price Kaki since 2019. We are glad to have all our house brand grocery products on Price Kaki this time to help consumers to compare prices and stretch their dollars when shopping for groceries. To help seniors and their families amidst inflationary concerns and the rising cost of living, we will also increase our Senior Citizen Discount every Tuesday and Wednesday from 3% to 4%.”

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