photo: Butternut squash mac n cheese
In recent times, there have been efforts made towards promoting and maintaining a healthy lifestyle for Singaporeans1. The increasing demand by locals to keep active are providing market opportunities for global health and fitness brands to increase their presence in Singapore2. Salad shops, grain bowl cafes and cold-pressed juice bars, all offering superfood options to cater to customer demand are found in increasing numbers in the Central Business District (CBD) and high traffic areas 3,4.
To support the trend, the Health Promotion Board(HPB) has introduced two new schemes to encourage healthier eating as a whole. The schemes are ‘Healthier Dining Program (HDP)’ and ‘Healthier Ingredient Development Scheme (HIDS)’.
Healthier Dining Program (HDP)
Started in June 2014, The Healthier Dining Grant and the Healthier Dining Innovation are funding schemes under the HDP offered by Health Promotion Board to aid F&B partners to develop and promote healthier menu options under the Healthier Dining Programme6.
Healthier Dining Grant offers anywhere between SGD1000 – 3000(US$703-US$2190) for F&B outlets to produce healthier menu options7 and Healthier Dining Innovation offers up to SGD5000(US$3650) for F&B operators to start the initial process towards capability upgrading in four areas:1) Research & Development 2) Purchase of Healthier Ingredients 3) Culinary Training 4) Recipe Reformulation. To learn more about this program, click here.
Healthier Ingredient Development Scheme (HIDS)
Introduced in July 2017, the scheme by HPB encourages food manufacturers to develop a wider variety of healthier ingredients and products suited to local Singaporean tastes9 as more and more locals choose to dine out due to lifestyle circumstances9. This initiative is to curb the rising numbers of Singaporeans contracting chronic illnesses arising from unhealthy daily diets.
The scheme covers up to SGD500,000(US$365000) across all three categories:
- Product Development, Packaging and Certification
- Marketing and Publicity
- Trade Promotion
To learn more about HIDS click here.
It is hoped that the implementation of these schemes will succeed in encouraging local food manufacturers, restaurants and food stalls to offer the opportunity and option to local diners to eat healthier meals.
photo: Whole Grain pancakes
References
1.The New Paper (2017). New Initiatives aim to promote healthy living among the young. [online] Available at:
https://www.tnp.sg/news/singapore/new-initiatives-aim-promote-healthy-living-among-young
2.WELLTODOglobal (2017). The Singapore Report: Wellness Trends, Growth and Market Opportunities. [online] Available at:
https://www.welltodoglobal.com/the-singapore-report-wellness-trends-growth-and-market-opportunities/
3.The Peak Magazine (2017). Why restaurants in Singapore are jumping on the healthful eating bandwagon. [online] available at:
4.The Straits Times (2017). More options for health-conscious diners. [online] Available at:
https://www.straitstimes.com/lifestyle/food/more-options-for-health-conscious-diners
5.TODAYonline (2017). Two schemes to promote healthier eating expanded. [online] Available at:
https://www.todayonline.com/singapore/two-schemes-promote-healthier-eating-expanded
6.Health Promotion Board (2018). [online] Available at:
https://www.hpb.gov.sg/healthy-living/food-beverage/healthier-dining-grant-schemes
7.Health Promotion Board (2018). Healthier Dining Grant. [online] Available at:
8.Health Promotion Board (2018). Healthier Dining Innovation. [online] Available at:
9.Health Promotion Board (2018). Healthier Ingredient Schemes [online] Available at: