About Singapore Division

SSFB's humble history began when two friends, who were then sales representatives at an F&B company, decided to strike out on their own. They started as wholesalers and managed to weather the challenges of a new startup, largely thanks to the immense support shown to them by their very loyal clientele.

SSFB introduced its first product - Ice Cool Mineral Water. Over the course of 15 years of development, SSFB has established its own manufacturing facilities and expanded its portfolio to include house brand products, ranging from beverages to canned foods and fruits, under the Ice Cool brand.

SSFB settled into its first permanent office in Tuas View Square in 1996. Boasting two floors of warehouse space and an office, the new location allowed its staff to manage and fulfill orders in an efficient and effective manner.

Shining since 2008 is Golden Light - SSFB's venture into the bread spread market. Made from quality ingredients, Golden Light brings to the breakfast table a range of spreads, from local-favourite Kaya jam to the delectable peanut butter. SSFB also developed Healthier Choice range with less sugar and lower in saturated fat bread spreads.

SSFB started to first distribute its products online through Redmart in 2017. In the following years, with the pandemic preventing customers from going out, SSFB's online platforms were able to fulfil their needs through its multiple e-commerce stores. To date, SSFB products are sold on over 8 e-commerce sites, including Lazada and Shopee.

Since the third quarter of 2018, the company has inaugurated a new business division for 3PL services catering to petrol marts. This division oversees monthly promotions, warehouse and logistics, and executes merchandising strategies for their partners.

Another milestone for SSFB with its move to the new headquarters located in Tuas South. With an expanded warehouse space, SSFB were able to store and manage an even larger stock volume with new distributorship acquired from various brands all around the world.

SSFB identified a need within the market for high quality healthier choice drink with the introduction of Nutri-Grade label by HPB. With the trend towards Vitamin-rich drinks gaining traction, they launched two brands - namely Vitami and Vitabee. Vitami contains 1000mg Vitamin C while Vitabee is made from nature's sweet honey.