Whole Foods Market is taking its private-label products overseas in a new test market. Beginning this week, about 300 items — mostly under the 365 by Whole Foods Market brand — will be available in Singapore through Amazon Fresh delivery and local retailer Little Farms.
Until now, Whole Foods Markets’ house brands were sold only in the U.S., Canada, and the U.K., where the grocer operates physical stores. The Singapore launch marks the company’s first expansion into a market without a brick-and-mortar presence.
Singapore is unique in that it does not belong to any other country. The city became an independent, sovereign city-state after seceding from Malaysia in 1965. Singapore is often viewed by global consumer brands as a good “test bed” for Asia: relatively affluent, well connected, with a high openness to international brands.
Company leaders say the move is just the beginning. “Whole Foods Market has passionate fans around the world, and we’re thrilled to bring a piece of Whole Foods Market to Singapore,” said Chief Merchandising and Marketing Officer Sonya Gafsi Oblisk. The grocer also intends to expand its private-label sales into additional international markets.
Private-label products have become increasingly popular as food prices rise. U.S. grocers including Walmart and Kroger have reported growth in their own store brands this year, and Whole Foods’ private-label sales are up more than 50% since 2019. The company now offers about 4,000 exclusive items across its 365, Whole Foods Market, and Whole Paws lines.
With Amazon’s support since its 2017 acquisition, the 365 label has been a key strategy in shedding the old “Whole Paycheck” reputation, offering shoppers more affordable options while still upholding Whole Foods Market’s quality standards.
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