Singapore, a multicultural hub with a vibrant culinary scene, offers a wide array of local delights and innovative fusion fare. However, the prevalence of obesity has also continued its steady increase, from 8.6% in 2013 to 10.5% in 2019-2020 and 11.6% in 2021-2022, according to figures from the Ministry of Health, Singapore.
In response to growing health concerns, the Health Promotion Board (HPB) launched the Healthier Dining Programme (HDP) in 2014. This initiative has significantly increased the availability and accessibility of healthier food and drink options across the nation. Ten years on, over 3,000 outlets now offer more than 15,000 healthier menu items, transforming the dining landscape.
Government Grants Fueling the Change
To encourage Singaporean F&B businesses to join the programme, the government provides up to $40,000 worth of grants and funding to help companies develop and promote healthier food and drink options.
Healthier Dining Grant: Up to $30,000 in reimbursements for producing in-store or online marketing collaterals to promote healthier food and drinks.
Healthier Dining Innovation Grant: Up to $5,000 in funding to help reformulate regular recipes into healthier versions, covering costs for healthier ingredients, culinary training, and research and development.
Complimentary Point-Of-Sale (POS) System Enhancement: Worth up to $6,000 to automate the submission of monthly sales reports of healthier food and drinks.
Complimentary Nutrition Services & Brand Endorsement: HPB’s appointed Nutrition Service Provider offers a complimentary menu analysis, and healthier dishes are endorsed by HPB and clearly labelled.
Marketing Campaigns & Publicity Support: HDP partners can participate in HPB’s marketing campaigns, such as the Eat, Drink, Shop Healthy Challenge, which drives publicity and traffic to their outlets.
Transforming the F&B Landscape
The HDP encourages F&B establishments to offer healthier menu options and adopt better cooking practices. Key components include:
Certification: Outlets meeting HDP standards receive certification, helping consumers identify health-focused establishments.
Recipe Formulation and Training: Guidance and training are provided to develop healthier dishes.
Promotional Support: Tools like in-store signage and social media support help highlight healthier options.
Nutritional Analysis and Labelling: HPB conducts analysis to accurately label menu items.
Success Stories - Healthier Dining
Yolé
Yolé, with 26 locations across Singapore, is an ice cream brand offering zero-sugar ice cream and healthy frozen yogurt. Endorsed by the Health Promotion Board as a Healthier Dessert partner, Yolé participated in the Eat, Drink, Shop Healthy Campaign 2019. The brand has seen an increase in customer awareness of the Healthier Choice label on Yolé-endorsed items. Yolé plans to continue its product R&D to expand the variety of healthier dessert menu items available in its stores. https://www.yole.com/
Prata Wala
Prata Wala, a quick-service, Halal-certified Indian restaurant, collaborated with HPB in 2018 to develop wholegrain prata using 25% finely milled wholegrain flour. The wholegrain prata tastes almost the same, if not better, than regular prata and is healthier. Within three months of its introduction, the wholegrain options were well-received by customers, including regular patrons, accounting for more than 10% of overall sales across all five outlets. https://pratawala.com/
The HDP has made it easier for consumers to find healthier dining options, increasing demand for nutritious meals. For the F&B industry, while some have faced challenges in adapting, the long-term benefits include tapping into a growing market segment and standing out from competitors. The programme has also spurred innovation, encouraging alternative ingredients and new cooking techniques, and fostering the rise of plant-based brands and organic produce.
A Vision for a Healthier Future
The HDP is crucial for driving change and promoting a holistic mindset towards wellness. By empowering consumers and encouraging healthier practices in the F&B industry, it supports Singapore's vision of a healthier, more sustainable future.
As consumer preferences and industry dynamics evolve, the HDP exemplifies how government, businesses, and the public can collaborate to foster a healthier, more prosperous future for all.
Comments