DFI Retail Group honoured with two accolades at FMCG Asia Awards 2025
It embodied a commitment to better everyday living through responsible sourcing and a revitalised health and beauty portfolio.
DFI Retail Group received two distinctions at the FMCG Asia Awards 2025 for Sustainability Initiative of the Year - Hong Kong and Brand Transformation of the Year - Hong Kong.
These awards reflected the group’s focus on measurable sustainability and operational transformation through its Yu Pin King Low Carbon Rice initiative and its Own Brand Health & Beauty – Mannings Guardian relaunch.
Reducing emissions through the Yu Pin King Low Carbon Rice programme
DFI Retail Group received recognition for the Yu Pin King Low Carbon Rice initiative, its first verified low-carbon rice initiative. The project achieved a reduction of more than 30% in greenhouse gas emissions whilst keeping prices stable for consumers.
It was carried out in collaboration with Thai government agencies, agricultural researchers, and sustainability partner Toumi. The initiative involved 30 farms in Thailand that adopted alternate wetting and drying irrigation, direct seeding, and improved fertiliser and straw management.
The pilot produced 110 metric tonnes of certified low-carbon rice in 2024. It formed the foundation for a five-year plan to expand production to 1,000 metric tonnes by 2026. In April 2025, DFI Retail Group launched the product under the Yu Pin King brand across 280 retail stores in Hong Kong to mark Earth Day. The campaign reached more than 300,000 consumers and generated 232,000 video views.
Over 95 media outlets, including am730, Sing Tao, and Yahoo News, covered the initiative. The project also gained exposure through international platforms such as the World Economic Forum’s First Movers Coalition for Food and the Consumer Goods Forum’s Climate Transition Coalition. Sales rose by 25% during the launch week. Over 1,000 employees participated in internal events to support the low-carbon programme.
Unifying Mannings and Guardian under one health and beauty brand
DFI Retail Group, Own Brand Health & Beauty – Mannings Guardian received the award for transforming its Mannings and Guardian own brands into one unified identity. The integration drew on more than five decades of brand experience to create a consistent product and pricing strategy across markets. Each product was positioned to match leading brands in quality whilst remaining 15 to 20% lower in price, ensuring exceptional value.
Adopting a customer-first approach, Mannings Guardian gathered insights from over 26,000 customers for product development and strategy planning. Surveys and home user tests ensured products met everyday well-being needs.
The relaunch enhanced product quality and packaging, reinforcing our commitment to exceptional health and beauty solutions through a detailed 20-step quality assurance process. Over 140 products across 16 categories will be launched by year-end. The Beauty Accessories range, launched in February 2025, recorded a 34% increase in sales. Whilst the Cotton range, launched in July 2025, received a 1.6% increase in market share compared with the previous year. Mannings Guardian also partnered with Seoul-based JOGUMAN to release 26 new items under a cross-category collaboration, expanding the brand’s reach amongst younger consumers.
Mannings Guardian maintained its No. 1 market position in Hong Kong for cotton and dental floss products. Internal consumer studies showed a 99% brand trust rating and a 95% purchase intention rate. The brand transformation strengthened its market visibility and reinforced DFI Retail Group’s position in Hong Kong’s health and beauty sector.
The FMCG Asia Awards, organised by Retail Asia, recognises companies that have made a significant impact on the fast-moving consumer goods industry. It celebrates the excellence of those who consistently deliver exceptional products, drive innovative initiatives, and execute remarkable projects.
The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. For more information about the awards programme, you may contact Shela Ramos at +65 3158 1386 or [email protected].
