GOLDEN LIGHT is a food brand primarily marketed in Singapore, specializing in sweet spreads such as kaya, fruit jams, and peanut butter. The brand is associated with Sheng Sheng F&B Industries Pte Ltd (SSFB) and its export arm, Litat Import & Export Pte Ltd, both part of the broader Ice Cool food-and-beverage group. Its products are distributed through major local retailers, including NTUC FairPrice.

Note: “Golden Light” is not a uniquely identifying brand name worldwide; there are unrelated businesses and trademarks using the same name. This profile refers specifically to the Singapore/Malaysia food-spread brand sold under GOLDEN LIGHT.

FairPrice currently lists 11 GOLDEN LIGHT products, including strawberry and blackcurrant jams, pandan and Nonya kaya, peanut butter, and 60%-fruit jams. 1

The history of GOLDEN LIGHT is closely connected with Sheng Sheng F&B Industries. SSFB was established in Singapore in the mid-1980s and initially operated as a wholesaler before developing its own food and beverage products, most notably the Ice Cool brand. At the beginning of the 21st century, the company expanded into the sweet-spreads category and introduced GOLDEN LIGHT.

This expansion represented a move from the company’s traditional beverage business into everyday breakfast and pantry products. The early GOLDEN LIGHT portfolio focused on three major categories:

• Kaya, a Southeast Asian coconut-based spread
• Fruit jams
• Peanut butter

This positioning established GOLDEN LIGHT within a familiar Singaporean food occasion: toast and spreads for breakfast or snacks.

GOLDEN LIGHT is not presented as a completely independent corporation but forms part of the product portfolio associated with the Sheng Sheng F&B / Ice Cool group.

Litat Import & Export describes itself as a manufacturer of beverages and bread spreads, including fruit jam, coconut jam and peanut butter, and explicitly lists GOLDEN LIGHT Breadspread among its products. Its company profile identifies GOLDEN LIGHT alongside Ice Cool and other house brands. 2

The company’s stated export markets include Asia, the Middle East and the United States, suggesting that the business has a broader international distribution network beyond Singapore.

Kaya

Kaya is arguably GOLDEN LIGHT’s most culturally distinctive product. The brand sells:

• GOLDEN LIGHT Pandan Kaya
• GOLDEN LIGHT Nonya Kaya / Coconut Jam

The standard Pandan Kaya is sold in a 425 g jar and is listed by FairPrice as Halal and carrying the Healthier Choice attribute. FairPrice identifies its country of origin as Malaysia. 3

GOLDEN LIGHT describes the Pandan Kaya as a coconut jam made with natural ingredients, intended to be eaten with bread, biscuits, or by itself. 4

Fruit jams

GOLDEN LIGHT has a relatively broad fruit-jam portfolio, including:

• Strawberry Jam
• Blackcurrant Jam
• Orange Marmalade
• Mixed Fruit Jam
• 60% Fruit Strawberry
• 60% Fruit Mixed Berry
• 60% Fruit Blueberry

The 60%-fruit range represents a more premium, fruit-focused extension of the basic jam line. Singapore’s Healthier Choice product list includes GOLDEN LIGHT Mixed Berry Jam No Added Sugar, Strawberry Jam No Added Sugar, as well as its Nonya and Pandan Kaya products.

Peanut butter

GOLDEN LIGHT also produces peanut-butter spreads in several formats, including:

• Extra Creamy
• Extra Crunchy
• Strawberry Stripes
• Blueberry Stripes
• Chocolate Stripes

The Extra Creamy product is sold in a 510 g package and is identified by FairPrice as originating from Malaysia. 5

The brand describes its peanut butter as being made with real/natural ingredients and positions it as a spread for bread and biscuits.

Dessert-style spreads

The portfolio has expanded beyond traditional jam and kaya into sweeter dessert-oriented products such as:

• Hazelnut Crave Spread
• Cookie Crave Spread

These products indicate an attempt to broaden GOLDEN LIGHT from a traditional breakfast-spread brand into the wider sweet-spread/snacking category.

GOLDEN LIGHT’s positioning can broadly be described as accessible everyday spreads with a Southeast Asian core. Unlike premium European jam brands that emphasize artisanal production, imported ingredients or heritage, GOLDEN LIGHT’s assortment is centered on familiar household products at relatively accessible price points.

Its portfolio combines two identities:

Traditional Southeast Asian:
Kaya, pandan and Nonya coconut jam.

International/common breakfast spreads:
Strawberry jam, orange marmalade, peanut butter and chocolate-style spreads.

This combination allows the brand to appeal both to consumers looking for familiar local flavours and to households buying conventional Western-style breakfast spreads.

Kaya is particularly important to understanding the brand. It is a sweet coconut-based spread traditionally associated with Singapore and Malaysia, commonly eaten with toast, especially as part of a traditional kaya toast breakfast.

GOLDEN LIGHT offers both Pandan Kaya and Nonya Kaya, placing the brand directly within this established Southeast Asian food culture. FairPrice’s current catalogue lists both varieties alongside other major kaya brands. This gives GOLDEN LIGHT a distinctly regional identity compared to conventional international jam brands.

Although GOLDEN LIGHT is strongly associated with Singapore through its corporate/distribution network and retail presence, its major spread products sold in Singapore are identified as Malaysia-origin products.

For example:

• GOLDEN LIGHT Pandan Kaya — Malaysia
• GOLDEN LIGHT Extra Creamy Peanut Butter — Malaysia 5

Thus, it is more accurate to describe GOLDEN LIGHT as a Singapore-associated Southeast Asian food brand/business, rather than simply calling all of its products Singapore-made.

GOLDEN LIGHT has a significant mainstream retail presence. It is currently listed by NTUC FairPrice, Singapore’s largest supermarket chain, where the brand has products across the jam, kaya and peanut-butter categories. 1

It is also available through online marketplaces such as Lazada Singapore, where the GOLDEN LIGHT range includes grocery listings covering kaya, jams, peanut butter and dessert spreads. 6

The company’s own Ice Cool website maintains product pages for GOLDEN LIGHT products, indicating that the brand is part of the group’s official product portfolio.

GOLDEN LIGHT operates in a competitive segment containing established brands such as FairPrice, Glory, Fong Yit, Wang and Killiney in Singapore’s kaya market. FairPrice’s current category listing places GOLDEN LIGHT among these competing brands.

Its apparent competitive advantages include:

• Broad product portfolio
• Affordable mainstream positioning
• Strong presence in both kaya and Western-style spreads
• Halal availability
• Singapore retail distribution
• Regional manufacturing and supply-chain capabilities

Rather than concentrating exclusively on premium kaya, GOLDEN LIGHT has built a multi-category spread portfolio.

The name “Golden Light” conveys ideas such as warmth, brightness, quality and positivity. In practice, however, the brand identity is less about luxury and more about familiar, convenient food products for everyday consumption. Its product architecture allows the brand to sit on the breakfast table with kaya and jam, while also competing in the snack/dessert space with peanut butter and chocolate/cookie spreads.

Among the brand’s recognizable products are:

1. GOLDEN LIGHT Pandan Kaya — 425 g
2. GOLDEN LIGHT Nonya Kaya — 425 g
3. GOLDEN LIGHT Strawberry Jam — 450 g
4. GOLDEN LIGHT Blackcurrant Jam — 450 g
5. GOLDEN LIGHT Orange Marmalade — 450 g
6. GOLDEN LIGHT 60% Fruit Strawberry Jam — 300 g
7. GOLDEN LIGHT 60% Fruit Mixed Berry Jam — 300 g
8. GOLDEN LIGHT 60% Fruit Blueberry Jam — 300 g
9. GOLDEN LIGHT Peanut Butter Extra Creamy — 510 g
10. GOLDEN LIGHT Peanut Butter Extra Crunchy
11. GOLDEN LIGHT Peanut Butter Strawberry/Blueberry/Chocolate Stripes
12. GOLDEN LIGHT Hazelnut Crave Spread
13. GOLDEN LIGHT Cookie Crave Spread

1. Golden Light
2. AB1501 Case Study: Golden Light’s Strategy in Premium Sweet Spreads – Studocu
3. Golden Light Kaya – Pandan
4. Golden Light Pandan Kaya – Ice Cool
5. Golden Light Peanut Butter – Extra Creamy – Ice Cool
6. Buy GOLDEN LIGHT Full Product Range | Brand Selection – Lazada Singapore