Heritage roast meats business debuts on FairPrice Online, Celebrates National Day with record-breaking plate of Char Siew Rice
Direct To Masses (DTM), an innovative ready-to-eat line from local heritage roast meats business De Tai Food Supply, has launched on FairPrice Online.
Catering to the modern consumer who values convenience without compromising on quality, DTM is marking its debut by assembling the largest plate of char siew rice in Singapore’s history, verified by the Singapore Book of Records.
Direct To Masses is dedicated to modern convenience
Since its inception in 2021, Direct To Masses has been committed to providing gourmet frozen food products that cater to time-pressed individuals seeking value and freshness in their meals. All DTM products are free from preservatives and MSG. Already popular on several online marketplaces, DTM is a success story born out of the Food Innovation & Resource Centre (FIRC), a joint initiative by Singapore Polytechnic and Enterprise Singapore.
Kent Leong, the third-generation owner of De Tai and co-founder of DTM, spearheaded the brand’s foray into the ready-to-eat market four years ago. “Growing up watching my father run his wet market stall selling roast meats, I had many ideas to modernise the business. Feedback from our customers and insights from my millennial friends motivated me to innovate continually. Collaborating with FIRC from 2020 gave rise to Direct To Masses. Millennials love the convenience – they just pop our products in the air-fryer, wait, and serve up a delicious meat platter,” Kent shared.
New Direct To Masses products on FairPrice Online
In late August 2024, DTM will introduce three new products on FairPrice Online, each embodying the brand’s promise of modern convenience:
- Diced Char Siew: Pre-chopped and ideal for fried rice and noodles.
- Popcorn Roast Pork: A quick-to-prepare canapé for entertaining guests.
- Roasted Duck: For those who prefer this succulent poultry.
Currently available on FairPrice Online are:
- Char Siew: $13.90 per slab
- Roast Pork: $13.90 per slab; $38 for three slabs
Record holder for largest plate of Char Siew Rice
DTM now holds the record for the largest plate of char siew rice in Singapore, assembled in the form of the Singapore flag to celebrate the nation’s 59th year of independence.
Featuring the new Diced Char Siew, which heats up faster than the rice can cook, this colossal dish highlights DTM’s dedication to serving the local community with delicious, fresh products free from preservatives and MSG.
“Direct To Masses and De Tai Food Supply are proudly Singaporean brands. We aim to be the nation’s preferred frozen roast meats brand and will continue to serve our community with quality products,” Kent affirmed.
Since its launch in 2021, DTM has delighted customers with seasonal offerings such as the Christmas Porchetta. As we approach the festive season, customers can look forward to more innovative and convenient foods from DTM.
Also read: Celebrate Singapore’s 59th Birthday with Din Tai Fung and their exclusive Chilli Crab Dumplings
Start shopping Direct To Masses now!
Shoppers can now purchase DTM products on FairPrice Online, with new products launching later this month. Embrace the ease and quality of gourmet frozen roast meats delivered straight to your doorstep.
Starting now, shoppers may purchase DTM products on FairPrice Online here. New products will be launched late this month.
