About HIPS (Go-to-Market)

Increasingly, Singaporeans are dining more frequently outside of home due to evolving lifestyles and for convenience. According to the National Nutrition Survey 2010, 60% of Singaporeans eat out for lunch and/or dinner at least four times a week. With the War on Diabetes announced in 2016, there has been an even greater importance on health promotion and disease prevention.

With this background, to promote the use of existing healthier ingredients by the food service industry so as to improve the diet quality of Singaporeans when eating out, Health Promotion Board introduced the Healthier Ingredient Promotion Scheme (HIPS) on 1 July 2018.

The HIPS covers both oil and grain staples, mainly rice and noodles, as well as sugar-sweetened beverages, sauces, desserts, wholegrain products, sweet spreads and table salt. The scheme encourages food manufacturers to innovate and market a wider variety of healthier ingredients and products suited to local tastes, as well as supports the industry in promoting the uptake of healthier ingredients in Singapore's food service.

Scheme Coverage

There are three supportable categories under HIPS, namely: (1) Marketing and Publicity; (2) Trade Promotion; and (3) Ingredient Thematic Promotion.

• Marketing & Publicity

HIPS encourages and supports continuous efforts made by scheme participants to market the healthier ingredient/product to F&B operators in Singapore, so as to increase their receptiveness towards healthier ingredients. Supportable items include, but are not limited to, product sampling, advertising, and cost of designing and printing marketing collaterals.

• Trade Promotion

Trade promotion will be supported to recognise scheme participants' active engagements to increase receptivity of Singapore's F&B operators towards the healthier ingredient/product. Examples of trade promotion include, but are not limited to, trade discount, bulk purchase rebates, and customer loyalty benefits.

• Ingredient Thematic Promotion

Ingredient thematic promotion is part of HPB's efforts to connect suppliers with F&B operators, to encourage the latter to incorporate healthier ingredients such as brown rice into their regular dishes, and increase the availability of healthier options. Examples of ingredient thematic promotion include, but are not limited to, hawker centre wholegrain activations, food courts and restaurant chains wholegrain promotions, and loyalty schemes for regular purchase of healthier ingredients.

Supportable Activities

Please click here for the list of Supportable Activities under each Category.

Funding Quantum

HIPS will fund up to 80% of total qualifying project investment, and scheme participants will co-pay 20% of the remaining project cost for (1) Marketing and Publicity; and (2) Trade Promotion. For (3) Ingredient Thematic Promotion, HIPS will fund up to 100%. There will be an overall cap of $300,000 across the first two supportable categories. Scheme participants have the flexibility to utilise the $300,000 across the first two supportable categories for 1 year. Scheme participants need not apply for all supportable categories.

Support Category	Maximum Quantum per Qualifying Period
Marketing & Publicity Trade Promotion	$300,000
Ingredient Thematic Promotion	100% claimable under HIPS

Eligibility Criteria

The Applicant (“Company”) must fulfill the following conditions:

1. Applicant must be a business entity registered with ACRA as a sole-proprietorship, partnership or company and physically present in Singapore.
2. Applicant must have approved products endorsed with HPB's Healthier Choice Symbol (HCS).
3. Applicant must supply healthier ingredient/product directly or indirectly to qualifying F&B and/or retail outlets in Singapore.
4. Applicant must supply healthier ingredient/product which meet the Healthier Choice Symbol nutritional technical specifications.
5. Applicant must have been in business for at least 3 years.

To apply for HIPS, please download the Application Package.

Nutrition Guidelines

Qualifying products under the HIPS must meet the nutrition guidelines specified in the "Healthier Choice Symbol Nutrition Guidelines" downloadable from here. HIPS supports the following categories of products:

1) Fats and Oils <Enhanced>

• Edible oil (Food Service)

The support for Edible Oil has been further enhanced. To find out more, please contact the team at HPB_HIDS@hpb.gov.sg

2) Cereals

• Rice (Unpolished)
• Mixed rice
• Wholegrains
• Flour (Wholemeal, Self-raising)
• Oriental noodles (Dry)
• Oriental noodles (Fresh)
• Instant noodles
• Pasta
• Bread (Loaf)
• Flat breads (Pita, Wraps)
• Buns, Rolls
• Steam buns (Pau, Mantou)

3) Beverages (Food Service)

• Malted or chocolate drink
• 3-in-1 or 2-in-1 coffee/tea beverages
• Sweetened drinks

4) Sauces

• Asian sweet sauce
• Dark soy sauce
• Soy sauce (Others) and Marinades
• Sweetened syrups
• Tomato/chilli sauces
• Asian recipe mixes
• Asian savoury sauce
• Light soy sauce
• Oyster/Vegetarian Oyster/Abalone sauce
• Other sauces (Western)
• Pasta sauce
• Soup and broth

5) Desserts

• Local and seasonal cakes
• Ice cream (includes sorbet)
• Frozen yogurt
• Local clear soup desserts
• Soup/Paste desserts (with dairy/cream)
• Ice shaving desserts
• Jellies
• Pudding
• Western cakes/ Muffins

6) Convenience Meals

• Main meals (Wholegrains)
• Small meals (Wholegrains)
• Other convenience meals (Wholegrains)

7) Sweet Spreads

• Egg jam (Kaya)
• Nuts and seed butters (e.g. Peanut butter)
• Chocolate spreads
• Fruit spreads

8) Table Salt <New>
The support for Table Salt has been further enhanced to encourage promotion and faster adoption of sodium salt. To find out more, please contact the team at HPB_HIDS@hpb.gov.sg

 Application and Further Enquiries

To find out more about how you can apply for HIPS, please refer to the Information Package for more details.

For a list of Frequently Asked Questions, please click here.

To apply for HIPS, please download the Application Package.

To submit an application or for further enquiries, contact us at HPB_HIDS@hpb.gov.sg.

This page was last updated on 3 October 2022.