Increasing consumer awareness of Sabah’s chili brand in Singapore
Published on: Friday, April 28, 2023
By: Jimmy Goh
Momporok chilli used in its sauces is sourced from Kunak, the volcanic area on Sabah’s southeast coast.
Kota Kinabalu: Borneo Hot Sauce, a maker of chilli sauce, wants to increase consumer awareness of its brand in Singapore after a good launch that saw 10,000 bottles sold in just six months.
Distribution company, the Hilltin Pte Ltd specially repackaged and modified Borneo Hot Sauce for the Singapore market from its original sale under the Sabasco brand in Malaysia.
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Momporok chilli used in its sauces is sourced from Kunak, the volcanic area on Sabah’s southeast coast.
The chilli plant is typically grown in the wild, with its seeds disseminated by local Bulbul birds.
For many years, eateries in the area used the chilli to manufacture sauces and condiments.
At that point, Sabasco recognised a potential to turn these sauces into goods that were sold in stores.
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The company hired farmers to consistently cultivate the chilli, conducted research and development to create a more regulated environment for cultivation, and eventually built a facility to make the sauces in bottles.
Ripe Red, First Harvest Green, and Sweet Chilli Sauce are the three products now offered in Singapore under the Borneo Hot Sauce brand.
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For retail sales, the original Sabasco Sabah Chilli Sauce has also been brought in.
Physical retailers including Ryan’s Grocery, the Dempsey Project, and Meat Krafters as well as online market Shopee carry these.
The company is stepping up marketing initiatives to increase brand recognition, including working with influencers and participating in trade exhibitions.
The company is working with eateries to include its sauces into menu items in addition to extending its sales channels.
It is also stocking the bottles on shelves at its place of business.
In addition, it wants to offer several container sizes to its food-service partners.
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