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Comvita, the globally renowned New Zealand-based Manuka honey brand, is making waves as it enters the dynamic Singaporean market after the successful acquisition of HoneyWorld by Swift Health Food (S) Pte Ltd. This strategic accession, marking Comvita’s latest geographical expansion, has set the stage for a unique synergy of expertise and excellence in the world of honey and wellness products.
We spoke with David Banfield, CEO of Comvita to learn more about this expansion and more.
Comvita: A global leader in Manuka honey
“Singapore is a very special highly strategic market – Asia connects with the world through Singapore and the world connects with Asia through Singapore. Therefore, Comvita as a global brand and the World number one, entering Singapore together with the rest of South East Asia is a natural step for us,” says David.
Singapore’s allure as a strategic market lies in its role as an international crossroads, connecting Asia to the world and vice versa. According to David, “Singaporeans are sophisticated and discerning, with a very high awareness of the wonders of UMF™ Manuka Honey with an absolute demand for the most sustainable, highest quality UMF™ Manuka Honey that we provide.” This awareness and demand made Singapore a natural choice for Comvita’s expansion.
The synergy of Comvita and HoneyWorld
“HoneyWorld has achieved success through their entrepreneurial ingenuity, hard work and talent that understands what consumers want – these are values shared by Comvita,” says David.
By integrating with HoneyWorld’s retail presence across Singapore, Comvita aims to bring its premium wellness products closer to more customers, leveraging HoneyWorld’s existing brand recognition and customer base.
Accelerating growth in Singapore by bringing the Comvita Wellness Experience
With HoneyWorld’s 18 existing premium retail locations in Singapore, Comvita anticipates a significant increase in market share. “Consumers in Singapore can also expect exciting collaborations to come,” shared David Banfield. Comvita’s track record of innovative partnerships promises exciting developments for Singaporean consumers.
Singaporeans can look forward to a diverse range of Comvita’s wellness products at HoneyWorld speciality stores and major departmental stores. Alongside their UMF™ Level Guaranteed Manuka Honey and Comvita Kids range, Comvita plans to introduce innovative products like Collagen Peptide Manuka Honey drinks, Night Rejuvenating Manuka Honey drink, and the Immune Bee™ Propolis range.
Scientific excellence and quality assurance
“Comvita is proud to have an in-house lab that is accredited by IANZ and recognised by the Ministry of Primary Industries New Zealand, with a world-class science team,” states David. Comvita conducts over 34 tests on every batch of Manuka honey, resulting in over 400,000 lab results annually. Additionally, Comvita’s investment in clinical trials underscores its dedication to showcasing the powerful benefits of nature.
As Mānuka Honey may be relatively new to some Singaporean consumers, Comvita recognises the need to promote awareness and education. “As the world leader in scientific understanding of the many benefits of Mānuka honey, we are currently undertaking clinical trials on Mānuka honey for gut health, for atopic dermatitis and also propolis for immunity to name but a few,” David explained.
Moreover, they plan to share their Harmony Plan, emphasising their commitment to sustainability and responsible business practices.
Navigating challenges and opportunities across Asia
Singapore’s mature and competitive market presents both challenges and opportunities. Comvita aims to distinguish itself as a brand of premium wellness and lifestyle products. The acquiring of HoneyWorld, a leader in Singapore’s health product retail sector, is a key step toward achieving this goal.
While Comvita’s focus is on Singapore, they are also present in Malaysia, Indonesia, Philippines, and Cambodia through their distributors. “We definitely would want to expand our reach further so that more customers in this fast-growing region can experience our products in their own respective countries,” says David Banfield.
A harmonious vision for the future
“With the HoneyWorld brand and retail presence reinforcing us, it is clearly the best route to market for Comvita, not just in Singapore but the rest of South East Asia,” David Banfield states. Comvita’s broader vision for the Asian market is rooted in a commitment to providing premium natural health and wellness products that harness the power of nature.
Comvita’s expansion into Singapore marks a new chapter in its journey to share the benefits of UMF™ Manuka Honey and wellness products with the world. As Singaporeans embrace these natural treasures, Comvita is set to sweeten their lives with the essence of health and well-being.
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