Shelf-Ready, Market-Ready: How a Singapore FnB Brand Built Its U.S. Expansion Strategy

For Singapore-based F&B brands, expanding overseas isn’t a novel idea. It’s a natural next step. But entering a mature and complex market like the United States? That’s an entirely different game. 

In 2024, one Singapore food and commodities company decided it was time. Known for its distribution expertise and access to niche products, this company had found success in regional trade. Yet, the U.S. presented both an opportunity and a challenge: growing demand for diverse, convenient food formats on one side—and fierce competition, regulatory hurdles, and market unfamiliarity on the other. 

They weren’t just looking to export more. They wanted a real footprint. And that’s where Black Planet came in. 

Opportunity Meets Challenge 

The Opportunity: The U.S. market is ripe for food innovation. With increasing demand for ready-to-eat (RTE) meals, international flavors, and health-conscious convenience foods, major urban centers like Los Angeles and New York are ideal launchpads. Singaporean F&B brands, known for quality and unique regional taste profiles, are well-positioned to meet this demand. 

The Challenge: However, the road to the U.S. shelf isn’t straightforward. High import costs, strict FDA regulations, competitive shelf space, and the need for local operations make it a complex entry point. For our client, the stakes were high, and the risk of a misstep was real. 

Understanding the Brand's Vision and Needs 

Our client had ambitions to launch select food SKUs into the U.S., particularly in the fast-growing RTE category. But the leadership team understood something many exporters don’t: simply landing products on American shelves doesn’t equate to market success. 

They needed more than a shipping strategy. They needed a partner to guide them through: 

• Evaluating real market demand and viability 

• Finding the right operational partners 

• Adapting their product for U.S. consumers 

• Creating a retail-facing identity 

• Leveraging government support 

That’s where we stepped in. 

Our Approach: Strategic, Phased, and Grant-Supported 

Our first step was leveraging the Market Readiness Assistance (MRA) grant — a Singapore government initiative that co-funds eligible internationalization activities. With MRA support, we designed and executed a structured five-month market expansion program focused on four pillars: market feasibility, operational readiness, product localization, and retail traction. 

Phase 1: Market Research & Feasibility 

We conducted a detailed study of the Los Angeles and New York City markets. These cities are trendsetters in the U.S. food scene and represent diverse, multicultural demographics. 

We identified: 

• Packaging standards and shelf-life regulations 

• Category pricing and competitive gaps 

• Consumer behavior trends, especially among millennials seeking fast, global-flavor convenience meals 

Key insight: U.S. grocers want ready-to-eat products that balance authenticity with compliance, shelf appeal, and practicality. 

Phase 2: Business Matching & Local Setup 

Through our U.S. network, we shortlisted processors and logistics partners with capacity for: 

• Import compliance 

• Light processing & repackaging 

• Cold chain and storage solutions 

In March 2025, after rigorous evaluation and multiple stakeholder calls, our client selected a mid-sized processing partner in California. A joint venture structure was agreed upon. Legal entity registration is now in its final stage. 

Phase 3: Product & Brand Adaptation 

Together with the client, we repositioned their products for U.S. retail: 

• Redesigned packaging to align with retail standards and FDA labeling 

• Refined messaging for authenticity, health consciousness, and convenience 

• Crafted pitch decks and sample kits for retail buyers 

By May 2025, three regional supermarket chains had expressed formal interest and requested pricing samples. Discussions are ongoing. 

Tangible Results in Just 5 Months 

Milestone	Timeline
Feasibility Study Completed	February 2025
JV Partner Confirmed	March 2025
U.S. Entity Setup in Progress	April 2025
Retail Buyer Interest Secured	May 2025

The client is now preparing for soft launch in Q3 2025, with localized packaging and pricing in development. 

From Exporter to Market Player 

Through our structured advisory model and MRA-supported approach, we helped the brand shift from an export-first mindset to a long-term market player strategy. They now have: 

• A vetted U.S. partner 

• A near-finalized joint venture 

• Localized branding and go-to-market assets 

• Retail channel interest 

Why It Worked: Strategy Over Speed 

At Black Planet, we believe that sustainable market entry isn’t about rushing. It’s about doing the right work in the right order. 

We’re not just consultants. We’re growth partners who think about funding, logistics, brand, and execution. Our approach balances creative vision with operational realism, so brands don’t just go global, they grow global. 

If your F&B business is exploring overseas expansion, we can help you build a roadmap that fits. One with fewer risks, better timing, and stronger long-term returns. 

Want to learn how? Let’s talk