More than bak kwa: Fragrance diversifies with modern snacks and tourist-friendly formats

The company’s strategy centres on staying relevant through constant innovation, expanding its product portfolio, and balancing traditional flavours with modern formats.

“Fragrance is traditionally viewed as a local heritage brand in Singapore, so we’re working to break into new international markets and reach a broader demographic.

“That includes using trendy flavours and creating bite-sized formats for easier consumption and better health perception,” said Fong Kar Leng, business development executive at Fragrance Foodstuff.

Innovations for younger, global audiencesAs health consciousness rises, the inherent sweetness of bak kwa can be a concern.

To address this, Fragrance offers individually vacuum-packed, bite-sized bak kwa for portion control and convenience.

The company has also launched bak kwa made from crocodile meat – traditionally believed to aid blood circulation and benefit individuals with asthma – as well as heart-shaped bak kwa infused with red yeast, an ingredient commonly associated with cholesterol-lowering properties.

Additionally, the premium bak kwa range includes Iberico pork, Kurobuta, and trendy or Asian flavours such as truffle, mala, and satay.

The firm has also created a fish-based bak kwa to cater to markets like the US, where pork imports are restricted.

Product design has also evolved – with Mickey-shaped, heart-shaped, and pig-shaped bak kwa appealing to families and younger consumers drawn to “cute and unique” items, added Fong.

In addition to meat snacks, Fragrance has expanded its range to include 3-in-1 coffees in flavours such as musang king durian and charcoal roast.

The firm is also modernising traditional snacks – offering healthier formats like calcium-enriched pork floss blended with oatmeal.

The latest is the Disney series of kueh lapis – traditional South East Asian layered cake – that is slated to hit retail stores in Changi Airport by May this year.

The kueh lapis will come in handy bite-sized portions, unlike other brands that typically sell the cake in larger slabs. It also features the Disney character Stitch against a backdrop of famous Singapore landmarks such as the Supertrees and the Marina Bay Sands.

The brand has also introduced new product lines, including a Disney-themed Mickey Mouse series and a Mr Merlion series that features customisable souvenir boxes. Customers can fill the box with any Fragrance snack or drink, from white coffee to black pepper crab salted egg potato chips.

These launches aim to capture younger consumers and the tourist market by offering products that reflect Singapore’s national identity, said senior sales operations executive, Sharon Loh.

Expansion into frozen rangeAdditionally, Loh shared that Fragrance aims to be versatile by catering to a broader audience beyond tourists and young adults. Its frozen ready-to-cook line – including herbal chicken, dim sum, pork trotters, and mei cai kou rou (braised pork belly and preserved mustard greens) – targets time-pressed working adults and homemakers looking for convenient yet familiar meal options.

New launches will focus on child- and tourist-friendly items, such as non-spicy snacks like pandan cake and kaya spread.

Fragrance currently exports to Indonesia, the US, Canada, Australia, and New Zealand, and is actively working to expand its presence in new markets while moving beyond its traditional reputation as a local heritage brand.