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.
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.