ABCC-2024-003: “Golden Light: Finding the Sweet Spot in the Premium Sweet Spreads Sector”

Category: Marketing

Abstract: Sheng Sheng F&B Industries Pte Ltd (SSFB) started in 1985 as a wholesaler. In the 21st century, SSFB ventured into sweet spreads with new brand, Golden Light. When the COVID-19 pandemic subsided, SSFB renewed efforts for Golden Light in a new direction – premium sweet spreads.

SSFB was cognizant of the changed market conditions and sentiments as it faced challenges from other brands and increasing consumer desire for healthier options and reduced sugar consumption. As a wholesaler, SSFB had no online or offline presence.

This case highlights impact of operating environment, market disruption, changing consumer behavior, product development and channel strategies.

ABCC-2024-003: “Golden Light: Finding the Sweet Spot in the Premium Sweet Spreads Sector”