Riding the health & wellness trend in food: Success story of Betagro Chicken Breast in Singapore, S-Pure campaign ‘Farm to Your Table’ in Thailand

Betagro offers two examples of what they have achieved in Singapore and Thailand markets.

Betagro believes that quality food is the key to maintaining good health which leads to an improved quality of life. Therefore, it focusses its innovation on products that are not only healthy but also delicious for both international and domestic markets.
The company was lauded in the Consumer Good of the Year (Ready-to-eat Meals) - Singapore and Health & Wellness Initiative of the Year - Thailand categories in the FMCG Asia Awards 2024.

Success story of Betagro Chicken Breast in Singapore

In 2020, Betagro launched its Steamed Chicken Breast series in Singapore’s largest convenience store chain. As the first brand to introduce a steamed chicken breast range in such a widespread retail network, this was a significant challenge for the Thai agricultural company. To successfully penetrate Singapore's market, Betagro needed to understand local consumer behaviour, particularly the trends in meat snacks and the increasing demand for healthy food options. Additionally, establishing strong local partnerships was essential for efficient distribution and timely delivery to meet consumer needs.

Singaporeans, known for their interest in innovative products, expect retailers to frequently introduce exciting new items. Health and wellness trends are especially significant in Singapore, where, according to the 2021 Euromonitor Voice of the Consumer: Lifestyles Survey, 44% of Singaporeans take vitamins and supplements daily, and 26% engage in physical exercise every day.

Recognising this blend of health consciousness and on-the-go lifestyles, Betagro saw an opportunity to introduce products that were not only healthy but also convenient and delicious. Partnering with 7-Eleven, the No. 1 convenience store chain in Singapore, Betagro launched its chicken breast range in 2020, targeting busy individuals, health enthusiasts, and gym-goers. The brand became the exclusive supplier of meat products (cooked chicken and sausages), selling around 450,000 packs of steamed chicken breast in its first year. From 2020 to 2023, sales grew steadily, with a growth rate of 73%, 82%, and 116%, respectively.

The unique selling point of the product—deliciousness paired with health benefits—resonated well with consumers. Betagro consistently expanded its product range, introducing new flavours to keep Singaporean consumers excited. This variety, catering to both plain and more adventurous taste preferences, has made Betagro one of the leading players in the meat category in CVS channel.

The partnership between 7-Eleven, Betagro and our distributor, C S Tay Foods has been instrumental in this success. We work together to consistently excite consumers with new products. In recognition of this collaboration, Betagro received several awards: the 7-Eleven Best Product Award in 2022, the Highest Sales Growth Award in 2023, and the Partnership & Brand Collaboration Award in 2024. By 2024, over 5 million packs of Betagro's chicken breast had been sold nationwide, cementing its status as one of Betagro’s most successful product launches in Singapore.

Betagro has launched over 10 chicken breast flavours as well as a variety of other chicken products. Notably, the introduction of stuffed chicken wings with sticky rice in July 2024, which is very well accepted by consumers, and the recent rollout of Betagro Thai Style Ready Meals in September 2024. It further enhances Betagro's commitment to continuous development of exciting new offerings for consumers in Singapore.

The Best of S-Pure Farm to Your Table – Health & Wellness of the Year - Thailand

Betagro’s S-Pure marketing campaign features a holistic communication plan that introduces S-Pure as the safest and purest protein source.

It aims to escalate the S-Pure brand as the safest & purest protein source with Synbiotic feed to inspire consumers to have holistic wellbeing from the best food quality that serves them the best taste. Through this, S-Pure has been relaunched with a healthy concept in products, a new packaging design under sustainable concepts of “paper tray” to reduce plastic waste.

Its key communication strategy is to educate and create trustworthiness in the S-Pure natural pure production process that turns into the best dish, balancing safety, quality, and taste. It utilises multimedia platforms and personalised content to convey the message of the campaign. 

This end goal resulted in the inception of the “Synbiotic Feed” — a synchronisation of prebiotic and probiotic. Given this, S-Pure fresh meat & eggs break through all brands in the market.

Apart from fresh products, S-Pure has launched a meat appetiser under the “Clean Label” concept: “S-Pure Prime.” It is a premium range of authentic German sausage & ham produced from 100% S-Pure pork with the great taste homemade recipe. Key superior differentiation is the Clean Label concept, which is no food additive.  S-Pure Prime is the only meat appetizer brand in Thailand that qualified with the Clean Label.

S-Pure’s campaign has resulted in a +25% growth of S-Pure Prime Sausage with the Clean Label concept during the communication campaign. The brand has also seen a 192% viewership on its TikTok platform and a 159% increase in new followers merely two months after its launch. Online activation posts have also achieved 181% reach and 141% engagement. 
The campaign has been very successful as it achieves all media targets and inspired a natural way of living and strong in-store execution.

Organised by Retail Asia, the FMCG Asia Awards celebrates the most outstanding companies in Asia’s FMCG industry, recognising exceptional products, innovative initiatives, and remarkable projects.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].