About Us

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.

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

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.

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.

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.

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.

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.

Awards

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.

Certifications

FSSC 22000

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

HACCP

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.

HALAL

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.