Sing Long Foodstuff Trading Co. Pte Ltd, commonly known by its consumer brand Sing Long, is a Singapore-based food manufacturer, importer, exporter and trading company. The firm is best recognised for its extensive range of sauces, condiments, cooking ingredients, noodles, preserved foods and convenient local dessert products. Its portfolio is positioned around the convenient preparation of Asian and Singaporean flavours, serving both household consumers and commercial food-service customers.1

Published historical records contain a minor discrepancy regarding the company’s founding date. While Sing Long’s corporate website states it was established in 1983, the Singapore Food Manufacturers’ Association and a 2013 KOTRA company profile cite 1982. Consequently, the company is most accurately described as having been established in the early 1980s.2

Sing Long emerged as a foodstuff business in Singapore during the early 1980s. Its original business model combined food trading with the manufacture and distribution of products tailored to Asian cooking. Over subsequent decades, the company developed its own branded range, establishing a particular reputation in sauces and condiments.

The company’s current corporate profile emphasises long-standing relationships with both local and overseas partners, alongside a focus on quality, reliability and service.3 A 2013 profile by the Korea Trade-Investment Promotion Agency described Sing Long Foodstuff Trading Co. as a Singaporean company established in 1982, noting that food imports formed a significant part of its operations. At that time, the company sourced products from Korea, China, Thailand and Malaysia, and maintained a related entity in Malaysia.

Today, Sing Long operates across a significantly broader assortment of food products than its original sauce manufacturing focus.

Sing Long maintains an extensive catalogue comprising hundreds of products across multiple categories, including sauces, condiments, noodles, dry goods, desserts, jams, preserved foods, tea, beverages, confectionery, snacks and seaweed.4

Sauces

Sauces represent the core of Sing Long’s brand identity. Key products include:

• Black Pepper Sauce
• Chilli Crab Sauce
• Seafood Chilli Crab Sauce
• Chicken Rice Chilli Sauce
• Sambal Chilli
• Sambal Belachan
• Thai Sweet Chilli Sauce
• Green Chilli
• All Purpose Sauce
• Meat Curry Sauce
• Prawn-related sauces and pastes

The company identifies Black Pepper Sauce as its hallmark product and best seller, while highlighting Chilli Crab Sauce as a product inspired by one of Singapore’s signature national dishes.5 The Chilli Crab Sauce is marketed as a Singapore-manufactured product and carries Halal certification.6

Condiments and chilli products

The brand offers a wide range of Asian condiments that reflect an emphasis on Southeast Asian cuisine rather than Western-style accompaniments. These include:

• Sambal
• Belachan chilli
• Pickled green chilli
• Chilli paste
• Tamarind paste
• Sesame products
• Preserved vegetables
• Seafood dipping sauces

Spices and cooking ingredients

Sing Long retails basic cooking ingredients such as black pepper, white pepper, garlic, ginger, galangal, lemongrass, onion, turmeric and sesame. Products including pure ground black pepper, coarse black pepper, ground white pepper, white pepper seeds and sesame paste have also appeared in Singapore Health Promotion Board product listings.

Noodles and dry goods

The product range extends to Asian staples, which are typically stocked alongside Sing Long sauces and condiments in Singapore supermarkets.7 Varieties include:

• White Jade Noodles
• Bean Mee / Tau Chiam
• Shave Kuan Miau Noodles
• Hibiscus Noodles
• Korean Sweet Potato Vermicelli
• Various noodle and cooking pastes

Local desserts and sweet products

A key component of Sing Long’s positioning is its range of instant local dessert products, designed for quick preparation and serving within minutes.8 The broader sweet product catalogue includes:

• Gula Malacca
• Gula Malacca Syrup
• Dessert mixes
• Almond dessert products
• Peanut-based confectionery

This category positions the brand at the intersection of traditional Asian pantry staples and modern convenience food manufacturing.

Black Pepper Sauce

Black Pepper Sauce is widely regarded as the most significant product in Sing Long’s portfolio. The company describes it as its hallmark product and has continually refined the formulation to maintain consumer appeal.9 Rather than being positioned solely as a steak sauce, it is marketed as a versatile ingredient suitable for meat, seafood and vegetables, with applications ranging from stir-frying to dipping.10 This versatility supports the brand’s broader proposition of enabling restaurant-style or familiar Asian flavours to be prepared easily at home.

Chilli Crab Sauce

Chilli Crab Sauce serves as Sing Long’s most distinctive culturally anchored product. As chilli crab is internationally recognised as a signature Singaporean dish, the company explicitly markets its ready-made sauce as capturing the essence of this national culinary icon.11 Manufactured in Singapore, the product is available in multiple pack formats catering to both retail and food-service segments.12 This offering connects the brand directly to Singapore’s culinary identity, packaging recognisable local flavours into convenient supermarket products.

Sing Long operates primarily as a mass-market Singaporean Asian food brand rather than a premium gourmet label. Its market positioning is defined by several key characteristics.

Convenience

Many products are engineered to reduce preparation time. Ready-made curry sauces, chilli sauces, dessert mixes and cooking sauces enable consumers to reproduce familiar dishes without preparing every component from scratch.13

Familiar Asian flavours

The range is heavily oriented towards Southeast Asian and broader Asian cuisine, featuring pantry staples such as sambal, belachan, chilli crab, chicken rice, curry, noodles, sesame and tamarind.

Singapore identity

Products like Chilli Crab Sauce provide the brand with an explicitly Singaporean character, leveraging the company’s own description of chilli crab as one of the nation’s signature dishes.14

Accessibility

Sing Long products are distributed through mainstream Singapore retail channels. The corporate website lists NTUC FairPrice, Sheng Siong, Cold Storage and Giant Hypermarkets among its key customers.15 Current FairPrice listings feature dozens of Sing Long SKUs, demonstrating broad supermarket penetration.7

Sing Long Foodstuff Trading Co. Pte Ltd functions as more than a consumer brand; it is also a manufacturer of sauces and instant local desserts that maintains active B2B relationships with local and overseas companies.16 External industry directories classify the entity as an importer, exporter and manufacturer. Kompass, for instance, lists activities involving canned and dried foodstuffs, desserts, chilli sauce, sambal dried-prawn sauce and green-chilli pickles.10

The company also appears in official Singapore health-related product listings as the manufacturer behind various Sing Long branded pepper and condiment products. This structure indicates three overlapping business roles: manufacturer, brand owner, and foodstuff trader/distributor. This multi-faceted model explains why the Sing Long catalogue extends far beyond its most recognisable sauce products.

Sing Long maintains a significant footprint in Singapore’s mainstream grocery sector. Corporate disclosures identify major supermarket groups including NTUC FairPrice, Sheng Siong, Cold Storage and Giant as customers.17 FairPrice’s online catalogue currently lists approximately 55 Sing Long products, spanning sauces, noodles, sambal, chilli products, Gula Malacca, seaweed and cooking mixes.18 This distribution places the brand firmly within the everyday grocery environment rather than in niche specialty-food segments.

Halal certification is a critical aspect of Sing Long’s product compliance. Individual items such as Chilli Crab Sauce and Seafood Chilli Crab Sauce are explicitly marked as Halal on the company’s website.19 Furthermore, the Singapore Food Manufacturers’ Association profile for Sing Long lists both Halal Certified and ISO 22000 Certified status among the company’s credentials.3 These certifications are particularly relevant for a Singaporean food manufacturer serving a multi-ethnic, predominantly Southeast Asian consumer base.

Sing Long’s significance lies less in global brand recognition and more in its integration into Singapore’s everyday food culture. Singaporean cooking frequently synthesises Chinese, Malay, Indian, Peranakan and broader Southeast Asian influences. Sing Long’s catalogue mirrors this hybrid pantry, offering chilli crab, sambal, belachan, chicken rice chilli, curry, sesame, noodles, tamarind, Gula Malacca and pepper products. Rather than defining a single cuisine, the brand effectively provides a pan-Asian Singaporean pantry. The Chilli Crab Sauce is particularly effective from a branding perspective, linking a packaged supermarket product to a dish with strong national associations.20

While Singapore remains the primary market, Sing Long’s business encompasses an international dimension. The company cites relationships with overseas partners, and trade data sources record import and export activity involving markets such as Malaysia, Indonesia and the United States.21 Historical profiles have also documented sourcing relationships with Korea, China, Thailand and Malaysia, alongside a related Malaysian entity. This confirms that Sing Long operates within the broader regional Asian food supply chain, extending beyond its role as a local supermarket brand.

The full corporate entity is registered as Sing Long Foodstuff Trading Co. Pte Ltd. While “Sing Long” serves as the consumer-facing brand, the underlying company operates as both a manufacturer and a foodstuff trading business. The corporate website articulates three core values guiding its business relationships: honesty, integrity and reliability. It further emphasises the maintenance of long-term partnerships with both local and international firms.22 The current product catalogue reflects a strategy of sustaining a broad portfolio rather than relying on a single hero category.23

Sing Long functions as a comprehensive umbrella food brand encompassing multiple sub-categories:

• Sauces: Black Pepper Sauce, Chilli Crab Sauce, Sambal, Chilli sauces, Curry sauces
• Condiments: Pickles, Sesame products, Tamarind, Belachan
• Cooking ingredients: Pepper, Garlic, Ginger, Galangal, Lemongrass
• Noodles & dry goods
• Desserts
• Preserved foods
• Snacks & confectionery
• Tea & beverages
• Seaweed

The company’s online catalogue currently lists 460 products across these categories, although this figure represents active listings rather than necessarily indicating 460 unique manufactured SKUs.24

Sing Long occupies the space between traditional Asian pantry ingredients and modern convenience food products. It targets consumers seeking recognisable Asian flavours without the labour of preparing sauces, pastes and condiments entirely from scratch. The brand’s primary differentiation stems from combining Singapore heritage, Asian flavours, convenience and supermarket accessibility. Black Pepper Sauce provides a longstanding signature offering, while Chilli Crab Sauce anchors the brand’s Singaporean identity.

As of 2026, Sing Long remains an active Singaporean food manufacturer and consumer brand. Its official online store continues to retail a comprehensive range of sauces, condiments, noodles, dry goods, desserts and other food products, while the corporate site promotes manufacturing capabilities and B2B relationships.25 The company also operates a direct-to-consumer online retail channel, with terms specifying that orders are currently processed exclusively for customers located in Singapore.26

1. About Us – Sing Long
2. SING LONG FOODSTUFF TRADING CO PTE LTD | LinkedIn
3. Singapore Food Manufacturers’ Association
4. Products – Sing Long
5. Chilli Crab Sauce Manufacturer | Chili Crab Sauce Singapore | Sing Long
6. | FairPrice Singapore
7. Sing Long | All The Latest Products | NTUC FairPrice
8. Sing Long Foodstuff Trading Co Pte Ltd
9. Chilli Crab Sauce – Sing Long
10. Sing Long Foodstuff Trading Co. Pte Ltd – Fruit, processed to Singapore, Singapore | Kompass
11. Seafood Chilli Crab Sauce – Sing Long
12. Sing Long Foodstuff Trading Co Pte Ltd, Singapore
13. Home – Sing Long
14. Sing Long Foodstuff Trading Co. Pte Ltd
15. Terms & Conditions – Sing Long
16. Sing Long Foodstuff Trading Co P L, Singapore
17. SING LONG FOODSTUFF TRADING CO PTE LTD | Singapore Business Database
18. bdir.in
19. SING LONG FOODSTUFF TRADING CO PTE LTD (198904426E) – Singapore Company
20. Profile – Siem Trading Pte Ltd
21. Sauces Archives – Sing Long
22. Sweet Sauce – Sing Long
23. Sweet & Sour Sauce – Sing Long
24. Chilli Sauce – Sing Long
25. Shop – Sing Long
26. Dry Goods Archives – Sing Long