With its diverse society and impressive capabilities, Singapore is attracting renowned consumer companies and nurturing relationships with existing ones.

As Asia's population burgeons, so will its corresponding demand for food and consumer products. The World Bank has predicted that the global middle class will swell from 430 million in 2000 to 1.15 billion in 2030, with two-thirds of that number coming from India and China. As a multi-cultural city that is strategically located in the heart of Asia, Singapore is particularly well-positioned to partner consumer companies interested in capitalising on this growth by creating solutions to meet the different needs of Asian consumers.

Consumer companies have long regarded Singapore as a platform to conduct a whole suite of business activities such as research and development (R&D), manufacturing, supply chain management and headquarter activities for the rest of Asia. This is evident from the presence of leading players across the Fast Moving Consumer Goods (FMCG), Specialty Ingredients, Quick Service Restaurants, and Lifestyle spheres that have all made Singapore their control tower for Asia. In the recent year, key developments within the industry have been encouraging, and indicate that the consumer industry has remained relatively resilient despite bearish times.

Unilever Strengthens its Asian Presence

Unilever, a major manufacturer of food, home care, and personal products, drew over one-third of its revenues in 2008 from its business in Asia, Africa, Central and the Eastern European region. The operations of these regions are based in Singapore, and the company foresees further positive growth here. The results of this growing regional business hub include the co-location of Unilever's key regional decision makers, from marketing, supply chain, finance and customer development in Singapore.

Paul Polman, CEO, Unilever, considers this decision as being reflective of the company's long term commitment to the city-state and went on to say that "Singapore's superb business infrastructure, excellent human capital, connectivity and strong base of supporting industries combined with the support provided by the Singapore Government make it an ideal place for a regional business hub."

Rémy Cointreau Makes Strategic Push into Asia With New Singapore Hub

The Rémy Cointreau Group, a global leader of ultra premium spirits and champagnes, has established its new Rémy Cointreau International office in Singapore. Located in the heart of Singapore, Rémy Cointreau International will operate two business units - the regional headquarters for Rémy Cointreau's Asia-Pacific domestic markets (excluding China), as well as the worldwide headquarters for its Global Travel Retail and Duty Free division. This move is part of Rémy Cointreau's core strategy to regain control of its distribution network and capitalise on the excellent growth potential of the region.

"Despite the economic downturn, Asian markets are still setting the pace for growth in the premium spirits industry. Establishing a base here in Singapore and staying close to the Asia-Pacific market will enable Rémy Cointreau to focus our energy on building our brands in a co-ordinated and structured manner and react swiftly to customer needs," said Mr. Jean-Marie Laborde, CEO, Rémy Cointreau Group. Singapore was selected as the base for Rémy Cointreau International after careful consideration of its numerous attractive factors including its proximity to key markets, excellent supply chain management expertise, availability of local talent and its transparent business environment.

Tate & Lyle to Produce All its SPLENDA® Sucralose in Singapore

Tate & Lyle is a world-leading manufacturer of renewable food and industrial ingredients that produces SPLENDA® Sucralose - a no-calorie, high-intensity sweetener that is 600 times sweeter than sugar and used in 4,000 products worldwide. In May this year, Tate & Lyle announced that Singapore will now host all production of sucralose from its plant on Jurong Island. This move serves to affirm Singapore's capabilities in high value-added manufacturing.

The plant which commenced operations in April 2007, uses state-of-the-art fourth generation production technology that is more energy efficient. Costing some S$300 million (US$208 million), the facility then represented the company's largest investment in Asia. Some of the reasons they chose to set up here include Singapore's strong Intellectual Property protection, ranked as the best in Asia, which is necessary for a proprietary ingredient like sucralose that requires many patents for its manufacturing process. A highly educated and skilled workforce was also cited as one of the attractions.

In addition to Tate & Lyle, other leading specialty ingredients companies based in Singapore include Givaudan, Firmenich, Symrise, Takasago, International Flavours & Fragrances, Toshiki Pigment, Riken Vitamins, Croda and Danisco.

BURGER KING® Uses Singapore as a Test-Bed For New Products for the Region

BURGER KING® the world's second largest fast-food hamburger chain, has opened its first independently run concept store in Singapore. In line with the brand's target audience of 18 to 26 year olds, this restaurant has been specially-designed after extensive trend research and focus group sessions, to reflect the lifestyle trends of the new generation of youths and working adults.

In addition to the forward looking design and décor, this restaurant will also serve as an innovative testbed for the introduction of new products that will be subsequently rolled out at other BURGER KING® restaurants in Singapore and the Asia Pacific region. Here, customers will not only be treated to its iconic products but also get to pilot-test new ones. These products are a reflection of BURGER KING®'s continuous commitment and ability to develop innovative menu options which are a result of a comprehensive product development process at its Asia Pacific Regional Test Kitchen located in the heart of Singapore's Central Business District.

Asia's Lifestyle Lab

With Singapore aspiring to be Asia's Lifestyle Lab, Consumer companies are being invited to tap on its high trust reputation, R&D capabilities and consumer insights into the region to design, develop and test-bed new products and concepts for the burgeoning Asian market. Understanding the subtleties of Asian tastes and preferences can only be accomplished effectively by being in Asia, which Singapore is at the heart of.