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Healthier Dining Programme
Healthier Dining Programme
About the Programme
Since the Healthier Dining Programme (HDP) started in 2014, the
programme has increased the availability and accessibility of
healthier food and drink options in Singapore by over 10 times,
spanning more than 300 brands and over 2,600 touchpoints. HDP can
also help your food and beverage (F&B) business grow by assisting
you in incorporating healthier options on your menu.
As a HDP Partner, you will be able to apply for a Healthier Dining Grant to help you publicise your healthier menu items.
Moreover, grow your customer base and tap on opportunities to reach interested customers through the Health Promotion Board (HPB) consumer reward programmes such as the Eat, Drink, Shop Healthy Challenge, which incentivises consumers to choose healthier options, thereby promoting your brand and the healthier meals you offer.
As a HDP Partner, you will be able to apply for a Healthier Dining Grant to help you publicise your healthier menu items.
Moreover, grow your customer base and tap on opportunities to reach interested customers through the Health Promotion Board (HPB) consumer reward programmes such as the Eat, Drink, Shop Healthy Challenge, which incentivises consumers to choose healthier options, thereby promoting your brand and the healthier meals you offer.
A Growing Market
More Singaporeans are Choosing
Healthier Options
More Singaporeans are Choosing
Healthier Options
Nielsen’s retail measurement studies have shown that demand for
lower sugar drinks, wholegrain rice and wholegrain bread have
increased significantly over the last few years. This is evidence
that there is a real and growing trend that Singaporeans are
making the switch to healthier variants in their daily meals,
showing their desire for healthier options that can improve their
health and well-being.
Increased purchases of Lower-sugar Drinks
Retail Volume Market Share of Lower-sugar Drinks
Increasing sales of Wholegrain Rice
Retail Volume Market Share of Wholegrain Rice
Increasing Popularity of Wholegrain Bread
Retail Volume Market Share of Wholegrain Bread
Copyright © 2020, The Nielsen Company
Singaporeans are increasingly more
health-conscious
health-conscious
79%
Singaporeans actively making dietary choices to help
prevent
health conditions1
health conditions1
74%
Singaporeans willing to pay more for foods that promote
health benefits1
health benefits1
Singaporeans want food companies to
reformulate dishes to be healthier
reformulate dishes to be healthier
65%
Singaporeans look out for healthier options when
dining out2
dining out2
77%
Singaporeans happier about food products and recipes being
made healthier3
made healthier3
- Online Survey conducted by Nielsen in 2017
- NielsenIQ CPS Homepanel SurveyIQ Singapore 2023
- Food Industry Asia’s “Healthier Product Reformulation in Singapore” Report (2018), The Institute of Grocery Distribution
Benefits for HDP Partners
As a HDP Partner, you will have access to a range of publicity
opportunities and support from HPB to help you develop and
promote healthier food and drink options. You will also be
eligible to receive up to
$40,000 worth of grants and
funding to further grow your business.
Marketing, Reformulation and Technology Grant Support
HEALTHIER DINING GRANT*
Worth up to $30,000 of
reimbursements for production of in-store or online
marketing collaterals to promote your healthier food and
drinks.
*Healthier Dining Grant is offered to HDP partners only.
HEALTHIER DINING
INNOVATION GRANT*
Worth up to $5,000 of
funding to help you reformulate your regular recipe to a
healthier version. The grant will help you reduce the
costs incurred to purchase healthier ingredients,
culinary training and research and development.
*Healthier Dining Innovation Grant may be offered to
both HDP partners as well as eligible F&B partners who
are currently not on HDP to trial the development of
healthier recipes.
COMPLIMENTARY POINT-OF-SALE (POS) SYSTEM ENHANCEMENT
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 and Brand Endorsement
To help you identify potential dishes you can offer as a HDP
partner, HPB’s appointed Nutrition Service Provider will
provide a complimentary menu analysis for you. Your
healthier dishes will then be endorsed by HPB and clearly
labelled to help Singaporeans identify them as being part of
the HDP.
These identifiers will help boost your brand’s image as
well, as they serve as an official recognition of your
commitment towards providing healthier dishes.
Enhance Your Branding with HPB's Healthier Meal Identifiers
Store front
Display of the "Healthier options available here"
identifier
Bento box
Display of the “450 Calories” identifier
Catering dish tag
Display of the “Higher in wholegrains” identifier
Menus/Menuboards
Display of the “Lower in calories” identifier
Menus/Menuboards
Display of the “Lower-calorie options available
here” identifier
Counter top
Display of the ‘We use healthier sauces’ identifier
Glass panel
Display of the “We use healthier oil” identifier
Marketing Campaigns and Publicity Support
As an HDP partner, you will also have the opportunity to be a
part of HPB’s slew of exciting marketing campaigns that
continuously encourage consumers to purchase healthier options
from our partner outlets in exchange for rewards. Eligible HDP
partners who choose to participate in campaigns such as the
Eat, Drink, Shop Healthy Challenge
will be featured across a variety of touchpoints which in turn
will help drive publicity for your brand, and traffic to your
outlets. You can also have your vouchers featured as part of
HPB’s Healthpoints rewards catalogue to drive repeat purchase
for your outlets.
Hear What Our Partners Have to Say
Together with some of the best brands in the F&B industry, HPB
continuously works with our valued partners to churn out over 200
million healthier meals annually. Here are some reviews and
testimonials from our partners:
Lao Beijing, TungLok Group
Simply Wrapps
"Yolé is the ice cream for everyone, not only for people
who are health-conscious, but also for ice cream lovers
craving for full-tasting ice cream. Overall, we are proud
to be endorsed as Health Promotion Board's Healthier
dessert partner and participate in the Eat, Drink, Shop
Healthy Campaign 2019. We see an increase in customer
awareness of the Healthier Choice table on Yolé endorsed
items, and we plan to continue our product R&D to increase
the variety of healthier dessert menu items available in
our stores.”
"Burger King is delighted to be partner of Health
Promotion Board's HDP to launch the new "Make it Light"
menu in Singapore. The menu features a list of set meals
that are lower in calories. Calorie watchers can now enjoy
Singapore's most popular BK burgers and still keep to a
500-calories meal by simply pairing with a cup salad and
mineral water while dining in our restaurants. "Make It
Light" menu is available over the counter, kiosk and
self-pick up via the BK App.”
"Throughout the years, Seoul Garden has been constantly
gathering feedback from our customers in search of ways to
improve our menu. Consumer consumption patterns and
demands have evolved. Today, they are more conscious of
their diets and want to eat healthier. Instead of seeing
this market change as a threat to the business, Seoul
Garden takes it head-on by leveraging it and turning it
into a business opportunity. As part of our brand
transformation journey, we partnered the Health Promotion
Board to provide healthier food options for the buffet
menu. This gives Seoul Garden the first-mover advantage of
being the first buffet restaurant partner to serve
healthier food options certified by the HDP."
"In support of our Prime Minister Lee's call for a healthy
diet, we are pleased to have collaborated with HPB to
innovate a series of healthier choice drinks. We take
pride in embracing healthy living, and we would continue
to innovate healthier drinks with HPB, allowing the
Singaporean population to enjoy healthier choices of milk
tea beverages.”
"In 2018, we worked with HPB to develop wholegrain prata
using 25 percent finely milled wholegrain flour. The
wholegrain tastes almost the same, or better, than normal
prata and is healthier. Within three months since
introduction, the wholegrain options have been well
received by customers, including our regular patrons,
accounting for more than 10% of the overall sales across
all 5 outlets.”
“The HDP has made its way into the hawker centres and more
people are now able to make informed choices when they
order their meals at affordable prices. The activation
coupons that customers receive from HPB nudge them to try
out the dishes that are lower in calories and we hope to
work more closely with HPB to increase the uptake of
healthier meals and beverages at the hawker centres.”