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Coles starts selling own-brand lines in Singapore grocery chain

Coles has launched its own-label and third-party-sourced products in Singapore in partnership with the country’s largest grocery chain, NTUC FairPrice. 

The collaboration will see the launch of more than 140 Coles products at FairPrice by this June, with more than 60 already on shelves across various FairPrice stores. The range will include Australian wines from Cleanskin, flour, grains and noodles from Wellness Road. 

Coles’ own brand products will also be available at FairPrice’s Australia Fair, which takes place from April 7 to 20 across all FairPrice stores island-wide and online.

“Coles is a familiar brand with many Singaporeans who have travelled, studied and worked in Australia or have families and friends living down under,” said Tng Ah Yiam, chief procurement officer at FairPrice Group. 

“Our partnership with Coles will further expand our range of international products and better cater to the diverse and evolving taste of our customers.”

GM exports and fresh commercial at Coles, Will Mulholland, said the grocery giant has exported to more than 30 countries with Asia as its main focus. However, the launch into FairPrice marks the Australian retailer’s first partnership in Singapore. 

The Sydney Morning Herald said FairPrice accounts for about 60 per cent of the market share in Singapore, while Coles currently holds 28 per cent in its home market. According to Australia’s Department of Foreign Affairs and Trade, Singapore marks Australia’s seventh-largest export market, with $16 billion worth of goods and services exported to the country between 2018 and 2019. 

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