Superlative Foods

Our metaphorical doors swung open in 2013 and – no one noticed. Angeline, our favourite in-house biologist, fabricated the first dozen snack packs in her kitchen and peddled them to neighbourhood retail stores. From the micro-sized factory at the other end of Singapore that we set up shortly after, it was a long and bumpy road to where we are today: Two dozen team members, a few million dollars in revenues, seven brands, a 5,500 sft state-of-the-art facility in Tai Seng, the first Singapore snack manufacturer with organic and halal certifications under their belt, a sophisticated enterprise IT system, sales to almost a dozen countries and ingredient purchases from four continents. Hey, a woman got to do what a woman got to do.

We supply to airlines, 5 star hotels, bakeries, supermarkets, organic retail stores, corporates, catering companies, beverage manufacturers, online-only retailers, and private-label customers. We are almost a bit proud of this. Actually, quite a bit.

WE ARE

EFFICIENT

RELIABLE

DEDICATED

WE MAKE

OTHER FOODS

OTHER BUSINESSES

OTHER BRANDS

FEEL INADEQUATE

Our metaphorical doors swung open in 2013 and – no one noticed. Angeline, our favourite in-house biologist, fabricated the first dozen snack packs in her kitchen and peddled them to neighbourhood retail stores. From the micro-sized factory at the other end of Singapore that we set up shortly after, it was a long and bumpy road to where we are today: Two dozen team members, a few million dollars in revenues, seven brands, a 5,500 sft state-of-the-art facility in Tai Seng, the first Singapore snack manufacturer with organic and halal certifications under their belt, a sophisticated enterprise IT system, sales to almost a dozen countries and ingredient purchases from four continents. Hey, a woman got to do what a woman got to do.

We supply to airlines, 5 star hotels, bakeries, supermarkets, organic retail stores, corporates, catering companies, beverage manufacturers, online-only retailers, and private-label customers. We are almost a bit proud of this. Actually, quite a bit.

WE ARE

EFFICIENT

RELIABLE

DEDICATED

WE MAKE

OTHER FOODS

OTHER BUSINESSES

OTHER BRANDS

FEEL INADEQUATE

H1 text

Our Story

It all started with our soul-searching founder, Angeline Lee, who happened upon an unusual batch of raw cocoa nibs during her travels in Bali. She wasn’t expecting much, but dang! The complex flavour and satisfying texture won her over. Perplexed at how something so good hasn’t reached her piece of the globe, she talked with the locals and found a way to transport a batch. BRUNEUS, Superlative Foods’ first brand, was born.

To little surprise, the rave spread throughout Singapore. Ever since, Angeline has been addicted to sourcing all the hidden gems from around the world and making them available to her fellow Singaporeans.

WE’RE CERTIFIED!

We can rave all day about how great we are, but we know the proof is in the official documents with the fancy badges.

If you’re cool with us bragging for a sec, we’re proud to announce that all our products comply with the USDA and EU standards (certified by Control Union) as well as Halal (validated by MUIS).

But here’s a juicy secret: it’s not just us. We also work with farmers who take organic practices as seriously as we do. We work together to ensure that everything that enters the Superlative Foods premises has been produced with full transparency, following all organic farming practices.

BRAND PROTECTION

We know our brands are so cool, you wish you had designed them yourself. To protect our intellectual property, we have applied for trademarks in Singapore, Hong Kong, China, Japan, Korea, and Taiwan; others will follow soon.

Another fun (or not) fact: Our products also adhere to GS1 standards (the barcode stuff). This may not look like the most exciting thing since sliced bread; but trust us, our retail partners and consumers do appreciate that our EAN numbers and product codes are GS1-registered and traceable.

The Superlative Team

Angeline Lee

Chief Food Officer

Enjoys long romantic walks to the fridge but doesn't look like it. Entirely made in Singapore. Awesome cook, saxophonist and former lab rat. Obsessed with organic food and healthy nutrition. Very (as in “very”) determined to make Superlative Foods a victorious success.

Daniel S Binder

Chief of Stuff-no-one-wants-to-take-care-of

Supports the Superlative Foods operations in exchange for warm meals. Spent half-a-lifetime in the automotive industry but realised too late that organic foods taste way better than car components. Kind of a caffeine-dependent life-form; insists that the bags under his eyes are Gucci; thinks he's funny (not a widely-shared perception).

Jyoti Hemlani

Business Development & Strategy

If we start sending organic food to the moon, it'll be because of her. Buzzing with ideas and strategies, her energy is contagious and makes us want try the impossible.

Jeevitha Rajaindran

Business Development

A rising star in our company, she is in and out of the office handling sales, managing our stores, and ensuring our products are on all the shelves you love to visit. Do grab our food; it'll make her day.

Raju Palanichamy

Logistics

The man behind the wheel. Treats the roads of Singapore like a scene from Fast and Furious. Hey, we have no problem with that as long as the goods don't spill. Can always count on him to push the limit of what's possible; his delivery times always amaze.

Sangeetha Sathyan

Products and Certificates

Our Supertaster! No, really. Trained to detect a spectrum of flavours, we were scared to offer her our coffee. Instead, we confidently gave her our organic products; she has happily stayed with us since. She's meticulous with all our processes and is determined we maintain the highest organic and quality standards.

Rachel Mammen

Corporate Marketing

Wants to make the world fall in love with our products the way she has. Good thing she's handling the marketing strategy for all our brands, or the food obsession may have been a problem.

Cao Siqi

Graphic Design

Our marketing efforts would not be half as nice without her Photoshop, Illustrator and, surprisingly InDesign skills; who knew we would need that? Almost always by the printer making sure our labels do justice to our products.

Eduard Batino

Production

Our production team loves him, and our food is ready to transform into his desires. He ensures that operations run as smoothly as our nut butters and that everything is meticulous and on time.

Liu Yufen

Production

Give it up for our longest serving team member! Liu knows the ins and outs of our production like it’s nobody’s business. Hard-working and patient, but not to be messed with. Shout out to her for sticking around and putting up with all our shenanigans for this long.

Cherry Luo

Production

The most generous of the bunch. Hungry? Cherry’s your best friend. She’s always carrying an emergency supply of snacks for the whole team. Is she here? Umm… I’m sure she’s around somewhere. Why do you ask?

Saritha Krishnan

Production

Don’t let her gentle personality fool you. Saritha gets things done. Completes all tasks with machine-like efficiency and appreciates a good joke. Our #1 pick for most likely to save the world in the event of an apocalypse.

Cai Kun

Production

Organic food has transformed her, or maybe it's the fantastic colleagues she works with since she can't stop smiling when she's in the factory. All the goods that she packs are handled with love.

Rao Lei

Production

The man. The myth. The legend. We sing his praises because our goods are straight out of a fairy tale with him in production. We only realised we would find heroes in our factory once he joined us.

Nah Lay Peng

Point-of-Sale

You may spot her pulling in customers by jumping up and down in the middle of the road holding our sign. Can talk to you all day about time travel and aliens. Specializes in finding all the best restaurants on road trips.

Food Trendsetters

Point of Sales.

The faces of our brands. They are known for their uncanny ability to read our retail customers’ minds and deliver product know-how. They are a proud bunch; ignore their charm offensive at your peril.