CHYE CHOON FOODS PRIVATE LIMITED

From its inception as a small family business in the late 1950s, Chye Choon's mission has been to provide wholesome and good quality foods at reasonable prices to satisfy all of its customers' needs. The company has since grown into a well-recognised leading manufacturer of rice vermicelli and rice noodle. Chye Choon's diversified product range also includes various types of imported rice, food starches, flour, sugar and other staple consumables for both retail and institutional customers. The list has grown steadily over the years in tandem with Chye Choon's marketability at home and abroad, and reflects the pride that the veteran food manufacturer and supplier takes in its ability to understand its customers' needs.Product innovation and development is a key element of Chye Choon's business model, especially for its key Peacock and VITA brands. As part of its long-term direction to globalise its market presence with innovation, the company has created an innovative Singapore rice vermicelli or 'Bihun Goreng' in two delicious flavours - Original Curry and Spicy Chicken. Infusing the elaborate flavours unique to Peranakan or Straits Chinese cuisine, the Singapore Rice Vermicelli delivers complex layers of savoury, sweet, rich and spicy all in one convenient packet.Singapore Rice Vermicelli serves up authentic Peranakan taste in a healthy way using air-dried vermicelli rather than oil fried noodle. It is also cholesterol, MSG gluten, wheat and GMO free, and certified halal. Best of all, it lets you indulge in the elaborate flavours of Peranakan cuisine in just 2 minutes!In recent years, Singaporeans have become more vigilant with their diet. Mirroring this positive development, Chye Choon spares little effort to ensure its recipes adhere to the Health Promotion Board's "Healthier Choice" guidelines. Among its array of options targeted at the more health-conscious, is a rice vermicelli made from pure brown rice, a good source of fibre and protein and a rice spaghetti made from Basmati Rice. The Basmati Rice Spaghetti is not only lower in its Glycaemic Index but soft and smooth with a delicious aroma of top quality basmati rice.Today, Chye Choon enjoys a broad client base within the food arena and markets its products through a variety of distribution channels.