A Look Behind the Price Tag of Singapore’s Popular House Brand Snacks
SINGAPORE: When I first saw the price tag on Meadows truffle-flavored potato chips, I was certain it was a mistake. At just $1 for a 60-gram bag, it seemed too good to be true—especially compared to $1.90 for a similar-sized bag from brands like Lay’s. My curiosity only grew as I continued to buy these chips over the next year, wondering how Meadows managed to keep prices so low.
It turns out, Meadows, a house brand from DFI Retail Group, cuts costs by skipping the middleman. According to Lee Yik Hun, DFI’s Marketing Director, Meadows uses the group’s own supply chain, passing savings on to customers. Unlike national brands available in multiple retailers, Meadows is exclusive to outlets like Giant, Cold Storage, and 7-Eleven, making it possible to maintain lower prices.
Meadows’ products—whether truffle chips, milk, or biscuits—focus on essentials without the high costs of marketing. Their accessible pricing has resonated with Singaporeans, with a 2022 survey showing increased interest in house brands. Meadows chips and other goods offer affordable alternatives that don’t sacrifice quality, appealing to customers seeking value.
As Singapore’s taste for house brands grows, brands like Meadows are helping to reshape perceptions, demonstrating that affordable doesn’t mean inferior. For Yik Hun, it’s about providing Singaporeans with quality products that are “good enough” at unbeatable prices—especially in today’s economic climate.
