Healthier Ingredient Promotion Scheme

The Healthier Ingredients Promotion Scheme promotes the use of existing healthier ingredients/products by the food service industry.

The HIPS covers both oil and grain staples, mainly rice and noodles, as well as sugar-sweetened beverages, sauces and desserts. The scheme encourages food manufacturers to innovate and market a wider variety of healthier ingredients and products suited to local tastes, as well as supports the industry in promoting the uptake of healthier ingredients in Singapore’s food service.

Funding

HIPS will fund up to 80% of total qualifying project investment, and scheme participants will co-pay 20% of the remaining project cost for

(1) Marketing and Publicity

HIPS encourages and supports continuous efforts made by scheme participants to market the healthier ingredient/product to F&B operators in Singapore, so as to increase their receptiveness towards healthier ingredients. Supportable items include, but are not limited to, product sampling, advertising, and cost of designing and printing marketing collaterals.

(2) Trade Promotion

Trade promotion will be supported to recognise scheme participants’ active engagements to increase receptivity of Singapore’s F&B operators towards the healthier ingredient/product. Examples of trade promotion include, but are not limited to, trade discount, bulk purchase rebates, and customer loyalty benefits.

(3) Ingredient Thematic Promotion, HIPS will fund up to 100%.

Ingredient thematic promotion is part of HPB’s efforts to connect suppliers with F&B operators, to encourage the latter to incorporate healthier ingredients such as brown rice into their regular dishes, and increase the availability of healthier options. Examples of ingredient thematic promotion include, but are not limited to, hawker centre wholegrain activations, food courts and restaurant chains wholegrain promotions, and loyalty schemes for regular purchase of healthier ingredients.

There will be an overall cap of $300,000 across the first two supportable categories. Scheme participants have the flexibility to utilise the $300,000 across the first two supportable categories. Scheme participants need not apply for all supportable categories.

Supportable Activities

Marketing & Publicity Category

Supportable Activities

• Non-Tactical Advertising (all mediums are supported, e.g. print, digital, social media, radio, TV, vehicle wraps)
• Sampling (e.g. samples packs, booths, outsourced promoters, delivery) for trade and/or at trade premises (e.g. retailers, supermarkets, F&B outlets)
• Marketing collaterals for trade (e.g. flyers, posters, brochures, videos)
• Listing/Processing fees
• Engage external marketing & PR consultant/agency
• Engage brand ambassadors/influencers
• Trade shows (e.g. booth space, design, construction and set-up)
• Trade memberships (e.g. SMFA, RAS, culinary institution)
• Premiums and contests for trade customers

Non-Supportable Activities

• Tactical Advertising (e.g. with messaging of consumer discounts, free gifts)
• Sampling at roadshows, community, charity events (i.e. not targeted at trade)
• Marketing staff salary and/or sales incentives
• Premiums and contests for consumers
• Hardware costs (iPads, LCD panels)
• Operational costs and overheads (e.g. electricity, rental, manpower, logistics)

Trade Promotion Category

Supportable Activities

*Trade discount (e.g. up to 10% discount off selling price) with 10% cap or max $0.25/kg for Healthier Oil OR
*Bulk purchase rebate (e.g. buy 10 get 1 free, buy 10kg rice get 1kg rice free) with 10% cap
• Trade customer loyalty programme (e.g. drinks dispensers, display shelves, rice cookers for regular purchase of healthier ingredients)

*NOTE: Grant applicants must choose either trade discount or bulk purchase rebate to administer to any one customer.

Non-Supportable Activities

• Direct discounts to consumers
• Premiums to consumers
• Operational costs and overheads (e.g. electricity, rental, manpower, logistics)

Ingredient Thematic Promotion Category

Activities based on HPB’s instructions to Scheme Participants (Opt-In Basis)

E.g. To supply and deliver healthier ingredients to F&B outlets as specifed by HPB, to assist HPB in administering customer loyalty schemes for F&B outlets such as premiums, to administer trade discount and/or bulk purchase rebates on behalf of and under the directions of HPB etc.

Eligibility

The Applicant (“Company”) must fulfill the following conditions:

• Applicant must be a business entity registered with ACRA as a sole-proprietorship, partnership or company and physically present in Singapore.

• Applicant must have approved products endorsed with HPB’s Healthier Choice Symbol (HCS).

• Applicant must supply healthier ingredient/product directly or indirectly to qualifying F&B and/or retail outlets in Singapore.

• Applicant must supply healthier ingredient/product which meet the Healthier Choice Symbol nutritional technical specifications.

• Applicant must have been in business for at least 3 years.

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