About Us

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About Us

About Us

Our History

The story of Sin Hwa Dee begins with our founder, Mr. Chng Kee. After working for one of Singapore’s leading sauce manufacturers since the early 1950s, he established Sin Hwa Dee in the 1970s with a vision to create superior products that combine the very best of traditional knowledge and manufacturing expertise with the finest ingredients. Staying true to this vision has been the foundation of our growth. While we remain a truly local enterprise, today, the company is recognized regionally and internationally as a leading producer of high-quality sauces and mixes that offer outstanding quality and value for money.




Sin Hwa Dee has grown from a humble outfit to an international organization. It has widened its product range from basic soya and oyster sauces to include pre-mixes like Kung Bo sauce, Black Pepper sauce, Laksa paste, Hainanese Chicken Rice Mix, etc. Technologically, it has advanced from traditional manufacturing processes to high-tech machinery and equipment, housed in a large modern factory of 90,000 square feet. It has achieved international production and quality standards, certified by HACCP, ISO 9001 and BRC. Its market has grown from Singapore to more than 30 countries worldwide, consisting of major retail chains, international fast-food chains, restaurants, hotels, major airlines, and caterers.

Our Vision

To be a global leader in Asian sauces by creating innovative, convenient & healthy products and, at the same time, improving the consumers' quality of life.

"I always had a clear vision of what I want to do in the next 5 to 10 years and where our company should be heading. We have relentlessly pursued this vision with sound decisions, plans and actions.
I believe that it is only by adding value to our products and customers and constantly improving ourselves through innovation and modern technologies that we can become a global leader in Asian sauces while enhancing the quality of lives of our consumers worldwide."
-Ms. Jocelyn Chng, Managing Director


Our Mission

To achieve excellence in customer service and constantly improve ourselves through innovation and modern technologies in delivering the most authentic Asian gourmet foods that suit any palate and taste, provide the utmost convenience and improve the quality of life.

Our Philosophy

Customer Focus:

We are focused on meeting our customers' every need and expectation. Their satisfaction and trust in our products will be the hallmarks of our success.

Persistent Improvement:

We constantly challenge ourselves to improve and explore better ways to do things with commitment and eagerness.

Thirst for Innovation:

We are forward-looking and constantly adopt the latest technology to produce authentic Asian gourmet sauces to suit every taste and palate. We encourage our people to experiment and explore as we believe that the company moves forward with each step they take.


Our Clientele

Known for its innovative, convenient, and high-quality sauces, Sin Hwa Dee is the preferred brand for our local and worldwide food industry clientele, including airlines, fast-food chains, hotels, restaurants, supermarkets and leading retailers and wholesalers. Sin Hwa Dee, a major contract manufacturer for third-party brands, counts among its customers, international food manufacturers, and supermarket chains.

Our Team

With a strong passion and a clear vision to bring Sin Hwa Dee forward, our team has transformed the traditional family-run business into a modern, global company, with a strong commitment to technology and innovation in its manufacturing process. Our success was well recognized by accumulating many awards under the belt.


Brand Promises

Our motto is "Kee's to Good Life." We deliver excellent taste, good value and convenience to all discerning customers who appreciate good food and a better quality of life.

The hallmarks of success for CHNG Kee's are:

  1. Authenticity – traditional, time-tested recipes are used to formulate authentic Asian flavors.
  2. Convenience – our pre-mix sauces ensure ease of preparation without any compromise on quality and flavor. It suits the busy lifestyle of today's consumers.
  3. Innovation – We create new flavors constantly and re-invent traditional sauces to meet the changing palates of today's discerning consumers.
  4. Originality – our recipes are the inspired creations of our team of respected master chefs in the industry.
  5. Quality – we use only the finest and freshest ingredients to achieve that exceptional taste experience.
  6. Value for money – the unique combination of quality and convenience offers excellent value for money to all our consumers, whether they are home-makers or professional chefs.

One Brand, Many Flavours to the World

The “CHNG Kee's” brand is now a global pre-mix sauce brand, distributed and sold in more than 30 countries worldwide. Our Retail pack is listed in major supermarkets, hypermarkets and other gourmet food outlets in Asia Pacific, the Middle East, Europe and America. Our Foodservice pack is sold to many international hotels, restaurants, fast food chains and major international airlines.

The convenience, ease of use and versatility of our sauces enhance the creativity of all types of cuisines, be it Eastern stir-fry or Western dishes like pasta, pizza, and burgers.

We believe in adding value to our international distributors as partners and not just as suppliers, by providing unsurpassed service and commitment to support the sales and marketing of our products.


Community Investment

Sin Hwa Dee engages actively with the Community, especially the underprivileged, in enhancing the well-being of our community, making it a better place to live in. One example of our engagement is to outsource some of our packing requirements to the disabled and needy, to help them to integrate into normal life for a more inclusive society.

Environment and Sustainability

Taking a serious and proactive stance on preserving and sustaining the environmental health is our priority. Our daily operation practices fervently the 3Rs – Reducing waste, Reusing and Recycling resources and products, such as paper, glass bottles etc. Some of our sustainability initiatives include switching from using plastic shrink sleeves to pop-up metal lids and eliminating the use of thick plastic bottles by replacing them with flexi nylon bags; and reducing paper waste by packing our products in shrink-wrapped paper trays instead of full carton boxes.

Adopting new, sustainable technologies in waste management and productivity improvement have always been one of our core competencies in the efficient use of energy, glass, paper and water.


Human Rights, Exploitation and Child Labour Policy and Child Labour

Sin Hwa Dee endeavours to conduct its business in a responsible and ethical manner.  We are committed to supporting and respecting the protection of internationally proclaimed human rights policies and ensuring and are not complicit in any human rights abuses and workplace discrimination. This Policy applies to all Sin Hwa Dee’s suppliers and contractors in our business dealings with them.

Our labour policies follow strictly the Singapore Employment Act and Singapore Ministry of Manpower (MOM) labour requirements. For example, all our workers hold valid employment passes and their particulars are recorded and verified thoroughly to ensure no persons under the age of 16 works for the company.

Awards and Certifications

Consistently delivering our brand promise to our customers has earned CHNG Kee's international brand recognition and multiple prestigious awards – the Most Distinctive Brand Award 2002 among Singapore's 20 Top Most Promising Brands selected from over 200 nominees, and the SUPERBRANDS Award 2002/2003.

In our relentless pursuit for excellence, we have attained FSSC 22000, ISO9001 and HACCP certifications, all highly coveted health and quality control certifications. Besides, all our sauces are Halal-certified with no added MSG.


Singapore's Most Distinctive Brand Award 2002 

Sin Hwa Dee was the overall winner among several local illustrious brands selected from over 200 nominations. The criteria for selection include (a) strong brand identity, (b) brand communication and (c) growth potential.

Singapore's Most Promising Brand Award 2002

Sin Hwa Dee was the overall winner among several local illustrious brands selected from over 200 nominations. The criteria for selection include (a) strong brand identity, (b) brand communication and (c) growth potential.

Superbrands Award

This award elevated the status of CHNG Kee's brand to that of other top international brands. "Superbrands" has been accepted as the world's leading independent arbiter of product branding.

Star Packaging Award

This prestigious national award was given to CHNG Kee's 'tiffin' range of gift packs for its innovative and creative designs.

Work-Life Excellence Award

This award was given for the adoption of leading Work-Life strategies and practices.

Best New Entrant of the Year Award for "Spice of Life"

This award was given by Singapore's Retailers Association to our Spice of Life Gourmet Shop in July 2006 in recognition of its excellent store concept and lifestyle appeal.


FSSC 22000

for achieving the highest standard in quality manufacturing and delivery of products.


for achieving a high standard in food hygiene and safety.

BRC (British Retail Consortium)

for achieving the global standard of food hygiene in food manufacturing.


for meeting the stringent Halal requirements for food production by the Islamic Centre of Singapore (Majlis Ugama Islam Singapura).

Food Safety System Certification

for achieving the strict quality and standards in the food safety management system.


Greenhouse Gases Emmisions

Sin Hwa Dee is committed to reducing its greenhouse gas (GHG) emissions as part of our dedication to environmental sustainability. We aim to minimize our carbon footprint through the efficient use of resources, innovation in production processes, and engagement with our stakeholders. Our GHG reduction strategy includes optimizing energy consumption and improving the energy efficiency of our manufacturing operations. We will work closely with suppliers and customers to promote sustainable practices across our supply chain. Employee engagement and training programs will ensure that our workforce is knowledgeable and proactive in implementing GHG reduction initiatives. By setting ambitious targets and continuously reviewing our policies and practices, Sin Hwa Dee strives to lead by example in the sauce manufacturing industry, contributing to global efforts to combat climate change.



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