Hosen is a Singapore-origin food brand best known for canned fruits, vegetables and other shelf-stable food products. The brand is owned and developed by Hock Seng Food Pte Ltd, a wholly owned subsidiary of Hosen Group Ltd, a Singapore-listed fast-moving consumer goods (FMCG) company. Hosen products are distributed internationally, with the group reporting a network covering more than 40 markets across Asia, Europe, the Middle East, Africa and Oceania. 1

The brand is particularly associated with products such as lychees, longans, rambutans, pineapples, peaches, pears, fruit cocktails, corn, tomatoes and other canned vegetables. Its positioning revolves around convenient, ready-to-use agricultural produce while maintaining an emphasis on quality and freshness. 2

The parent company, Hosen Group, has roots going back to the 1970s, while the specific Hosen Quality brand was established in 1987. 3

Origins

Hosen’s corporate history is closely connected with Hock Seng Food. Hock Seng Food was established in the 1970s and initially operated primarily as an importer, exporter and distributor of branded consumer goods. Over time, the business developed its own brands and expanded into manufacturing and brand management.

The Hosen Quality brand itself was founded in 1987, initially concentrating on agricultural products, particularly preserved fruits and vegetables. The company’s own description emphasizes its philosophy of selecting produce at the freshest point and packing it for convenient consumption.

The company subsequently expanded the range beyond its original fruit offerings. Its early Hosen range included longan, lychee, rambutan and pineapple, before expanding into products such as peach, apricot and cherries.

Development of Hosen Group

Hock Seng Food eventually became part of the larger Hosen Group structure. Hosen Group Ltd was incorporated in Singapore in 2004 and was listed on the Singapore Exchange’s SESDAQ, now known as Catalist, in September 2004.

This transformation saw the company develop from a traditional importer/distributor into a broader brand owner, manufacturer, marketer and distributor of FMCG products.

Hosen’s core identity remains strongly associated with preserved fruits and vegetables.

Fruits

The fruit range is one of the brand’s most recognizable product categories. It includes:

• Lychee in syrup
• Longan in syrup
• Rambutan in syrup
• Pineapple slices
• Pineapple cubes
• Pineapple tidbits
• Jackfruit in syrup
• Mandarin oranges
• Pear halves
• Fruit cocktail
• Peach products
• Cherries
• Aloe vera
• Nata de coco
• Palm fruit

For example, Hosen’s current catalogue lists lychee, rambutan, longan and multiple pineapple formats, including both consumer-size and larger food-service packages.

The fruit products are generally preserved in syrup or other preserving mediums, allowing them to be stored and used well beyond the season of the original agricultural harvest.

Vegetables

Hosen also has a substantial canned vegetable range, including products such as:

• Corn kernels
• Tomatoes
• Tomato paste
• Whole peeled tomatoes
• Chopped tomatoes
• Asparagus
• Mixed vegetables
• Bamboo shoots
• Gingko nuts

Its catalogue also includes products intended for both household and food-service applications.

Other Foods

Although fruits and vegetables form the heart of Hosen’s identity, the wider Hosen catalogue has also included products such as:

• Honey
• Coconut milk
• Condensed milk
• Evaporated filled milk
• Instant fruit drink powders
• Sardines
• Mackerel

Hosen Select is a related sub-brand introduced to broaden the company’s range beyond its traditional canned fruit and vegetable products.

It focuses particularly on Mediterranean-style ingredients, including:

• Olives
• Tomatoes
• Cornichons
• Gherkins

The brand positions these products as cooking ingredients intended to add flavour and authenticity to different recipes.

Hosen Group describes Hosen Select as a brand offering Mediterranean products for different culinary applications.

Hosen’s central proposition can be summarized as “fresh agricultural produce made convenient.”

Its official website describes the brand around the idea of “freshly picked and packed”, emphasizing the selection and preservation of fruits and vegetables so that consumers can enjoy them conveniently.

This gives Hosen a somewhat different identity from brands focused primarily on ready-to-eat meals. Rather than positioning itself around complete meals, Hosen largely provides ingredients and preserved produce that consumers can eat directly or incorporate into other dishes.

For example, canned fruit can be used in:

• Desserts
• Fruit cocktails
• Cakes and pastries
• Ice cream
• Drinks
• Salads

Meanwhile, canned vegetables and tomatoes can be used as cooking ingredients.

Hosen serves both retail consumers and professional food-service customers.

For consumers, its products are designed around convenience and long shelf life. Canned fruits and vegetables are particularly useful when fresh produce is seasonal, difficult to store, or inconvenient to prepare.

At the professional level, Hosen Group’s distribution network supplies products to customers in areas including:

• Supermarkets
• Convenience stores
• Hotels
• Restaurants
• Cafés
• Caterers
• Bakeries
• Dessert businesses
• Airlines
• Other food-service operations

This means Hosen functions not only as a supermarket brand but also as a food-service ingredient supplier.

Although Hosen is a Singapore-origin brand, its distribution has expanded considerably beyond Singapore.

Hosen Group says its export network covers more than 40 countries/markets, spanning Asia, Europe, the Middle East, Africa and Oceanic countries.

The company’s listed markets include countries such as:

• Singapore
• Malaysia
• Indonesia
• Thailand
• Vietnam
• Philippines
• China
• Hong Kong
• Taiwan
• Japan
• India
• Bangladesh
• Pakistan
• Nepal
• United Kingdom
• Sweden
• Iceland
• Kenya
• Egypt
• Nigeria
• Mauritius
• Seychelles

This international distribution is an important part of Hosen’s identity: although consumers may encounter it as a familiar canned-food brand in Singapore or Southeast Asia, the company operates with a substantially broader export footprint.

It is important to distinguish Hosen the brand from Hosen Group the company.

Hosen Quality is a consumer-facing food brand, whereas Hosen Group Ltd is the corporate group that owns and manages multiple food and FMCG brands.

Hosen Group’s portfolio currently includes brands such as:

• Hosen Quality — fruits, vegetables, seeds, nuts and legumes
• Hosen Select — Mediterranean products
• Fortune — seafood
• Fortune Tuna
• Highway — canned meats and spreads
• Sincero — chocolates
• Calbuco — chocolates
• Cocoa Grande — chocolate products
• LaDiva — olive oil
• Royal Select — sparkling juices
• Hula — snacks
• Q’serve — food-storage products

Therefore, Hosen is best understood as the flagship/heritage food brand within a larger Singaporean FMCG group, rather than the name of the entire corporate organization.

Hosen Quality has received the Singapore Promising Brand Award for two consecutive years, recognition that the company associates with its quality and brand development.

Hosen Group has also stated that its Hosen brand has received various brand accolades over the years, including Superbrands Awards.

Quality control is an important part of Hosen Group’s broader operations.

The group describes its capabilities as encompassing:

• Manufacturing
• Product development
• Brand development
• Marketing
• Sales and distribution
• International export

The group also states that its manufacturing operations use quality-management systems and certifications including FSSC 22000, HACCP and Halal certification for applicable products/operations.

It is worth noting that these certifications relate to the company’s manufacturing operations and should not automatically be interpreted as meaning every Hosen product carries every certification.

The corporate relationship can be simplified as:

Hosen Group Ltd
↓
Hock Seng Food Pte Ltd
↓
Hosen / Hosen Quality
↓
Canned fruits, vegetables and related food products

Hosen Group is headquartered at 267 Pandan Loop, Singapore 128439.

The company is publicly listed in Singapore under Hosen Group Ltd. The Singapore Exchange’s corporate-information record identifies the company as incorporated in Singapore and listed on Catalist. 4

1. About Us – Hosen Group
2. Home – Hosen Group
3. Hosen Quality
4. HOSEN GROUP LTD.