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Healthier Dining Programme

Healthier Dining Programme

About the programme
Since the 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 incentivizes consumers to choose healthier options, thereby promoting your brand and the healthier meals you offer.
about the programme about the programme
A Growing Market
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
Singaporeans are increasingly
more health-conscious
79%
Singaporeans actively making dietary choices to help prevent health conditions
74%
Singaporeans willing to pay more for foods that promote health benefits
Singaporeans want food companies to reformulate
dishes to be healthier
74%
Singaporeans wanting food companies to tweak their food recipes to be healthier
77%
Singaporeans happier about food products and recipes being made healthier
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 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.
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.”