Brand's

What Brand's does

BRAND'S is a Singapore-headquartered consumer health supplement brand, owned and operated by Suntory Beverage & Food Asia Pte Ltd under the broader Suntory Beverage & Food Limited group. The company produces and distributes a portfolio of ready-to-drink health essences spanning four core ranges: Essence of Chicken (the original product with heritage since 1835, including variants infused with Tangkwei, American Ginseng, and Cordyceps), Bird's Nest (with Rock Sugar and Sugar Free variants), Lutein Essence (standard, Advanced with Astaxanthin, and Jelly Strip formats), and Berry Essence. Products are manufactured under proprietary processes including a double-boiling extraction method for Essence of Chicken with 200 quality checks and FTIR (Fourier-Transform Infrared Spectroscopy) fingerprinting technology for bird's nest authenticity verification, supported by up to 150 quality inspection steps and certifications including GMP, HACCP, ISO 9001, ISO 14001, and Halal.

The company's scientific positioning is anchored by the BRAND'S Research Centre, established in 1989, which has produced over 50 research papers, 24 clinical studies, 19 patent applications, and collaborations with 31 universities and research institutions. Functional benefits center on mental sharpness (Carnosine content), eye health (Lutein/Zeaxanthin in a 5:1 ratio aligned with US National Eye Institute guidance), skin and vision health (antioxidant vitamins and Zinc), and Traditional Chinese Medicine-aligned wellness (Cordyceps, Ginseng, Tangkwei).

The business model is direct-to-consumer packaged goods sold through an omnichannel distribution network: brand-owned e-commerce at store.brandsworld.com.sg, official storefronts on Shopee, Lazada, and Qoo10 marketplaces, and extensive offline retail across Singapore and regional markets via Guardian, Watsons, FairPrice, ShengSiong, Giant, Cold Storage, and Unity. Customer segmentation is horizontal, spanning six life-stage personas from Kids through Seniors, supported by a nutrient-based and life-stage content strategy for organic search acquisition. Geographic footprint covers 13 markets across Southeast Asia, East Asia, Oceania, North America, and Europe (Singapore, Australia, Canada, Hong Kong, Malaysia, Indonesia, Taiwan, UK, US, Vietnam, Myanmar, Thailand). Pricing is positioned at consumer premium levels via third-party retail channels with no disclosed subscription or recurring model.

Name

Brand's

Legal name

Suntory Beverage & Food Asia Pte Ltd

Website

https://brandsworld.com.sg

Company type

Private

Founded year

1835

Operating status

Operating

Headcount range

1–10 employees

Short description

BRAND'S is a Singapore-based health supplement brand (owned by Suntory Beverage & Food Asia) selling Essence of Chicken, Bird's Nest, Lutein Essence, and Berry Essence products to consumers across all life stages in 13 markets via retail and online channels.

Ownership category

akta.pro rank

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Consumer Health Supplement Sales: Sale of health and wellness supplements including Essence of Chicken, Lutein Essence, Berry Essence, and Bird's Nest products through direct-to-consumer e-commerce, online marketplaces, and retail store distribution.
2. Gift Box and Hamper Sales: Pre-packaged gift sets and hampers sold for festive occasions (Chinese New Year, Mother's Day, Father's Day) and special events (retirement, wellness, newborn), targeting both retail and corporate gifting markets.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels4 records

Core offering

BRAND'S manufactures and sells consumer health essence and supplement beverages, including Essence of Chicken (original plus herbal variants with Tangkwei, American Ginseng, and Cordyceps), Lutein Essence (eye health), Berry Essence (skin and vision wellness), and Bird's Nest beverages (with rock sugar and sugar-free). Products are produced via a proprietary double-boiling extraction process with 200 quality checks and verified bird's nest authenticity through FTIR fingerprinting technology, distributed to consumers across 13 markets via retail chains, supermarkets, and online marketplaces.

Product overview

BRAND'S is a wellness brand owned by Suntory Beverage & Food Asia, offering a portfolio of health essence and supplement products. The product lineup consists of four core product ranges: (1) Essence of Chicken (Original plus three variants with Tangkwei, American Ginseng, and Cordyceps), historically sourced since 1835 and backed by 50+ scientific research papers, containing natural Carnosine to support mental sharpness and energy; (2) Lutein Essence (three variants — standard, Advanced with Astaxanthin, and Jelly Strip) designed for eye health with Lutein/Zeaxanthin in a 5:1 ratio to protect against digital eye strain; (3) Berry Essence featuring five premium berries fortified with Vitamins A, C, E and Zinc for skin and vision health; and (4) Bird's Nest (two variants — with Rock Sugar and Sugar Free) made from 100% genuine bird's nest verified by FTIR spectroscopy technology. Products are manufactured under GMP, HACCP, ISO 9001, and ISO 14001 standards and are distributed across Singapore, Australia, Canada, Hong Kong, Malaysia, Indonesia, Taiwan, UK, US, Vietnam, Myanmar, and Thailand.

Differentiator

Problem solved

Functional benefit

Products and services

• BRAND'S Essence of Chicken Original The flagship Essence of Chicken product since 1835, containing at least 34mg of naturally occurring Carnosine per 68ml bottle. Made from 100% natural ingredients, fat-free, cholesterol-free, with no added salt, and Halal certified; targeted at consumers seeking mental sharpness and energy.
• BRAND'S Essence of Chicken with Tangkwei Essence of Chicken blended with Tangkwei (Angelica Root / Dong Quai), a Traditional Chinese Medicine herb used for women's health. Designed for active women to stay energized and alleviate monthly discomfort.
• BRAND'S Essence of Chicken with American Ginseng Essence of Chicken enriched with American Ginseng and Licorice, formulated to support working professionals' mental sharpness and overall well-being through a herbal blend.
• BRAND'S Essence of Chicken with Cordyceps Essence of Chicken combined with Cordyceps, a Traditional Chinese Medicine ingredient known to replenish energy and vitality. Targeted at working adults and seniors seeking combined wellness benefits.
• BRAND'S Lutein Essence Eye health essence containing 10mg Lutein and 2mg Zeaxanthin in a 5:1 ratio as recommended by the US National Eye Institute. Designed for individuals with moderate digital usage (6–8 hours daily) to filter blue light and relieve eye fatigue.
• BRAND'S Lutein Essence Advanced Advanced eye health formula with 8mg Lutein, 1.6mg Zeaxanthin, and 4mg Astaxanthin. Targeted at individuals with high digital usage (10+ hours daily) and seniors for advanced vision protection.
• BRAND'S Lutein Essence Jelly Strip On-the-go eye health jelly strip containing 6mg FloraGLO Lutein (from marigold flower) and 1.2mg Zeaxanthin, suitable for individuals with light digital usage and children above 4 years old.
• BRAND'S Berry Essence Wellness essence made from five premium berries (Aronia berry, blackcurrant, strawberry, blueberry, bog bilberry) fortified with Vitamin A (294ug), Vitamin E (6.4mg), Vitamin C (12.0mg), and Zinc (4.1mg) to support radiant skin and healthy vision.
• BRAND'S Bird's Nest with Rock Sugar Premium ready-to-drink Bird's Nest beverage made with 100% genuine bird's nest verified by FTIR fingerprinting technology. Contains 25% lower sugar compared to regular Asian drinks and is produced through a 150-step quality inspection process.
• BRAND'S Bird's Nest Sugar Free Sugar-free variant of the premium Bird's Nest beverage made with 100% genuine bird's nest, verified by FTIR fingerprinting technology, with no artificial preservatives or flavouring. A healthier choice for daily consumption.

Quantifiable outcome

• Contains at least 34mg of Carnosine per 68ml bottle - highest among top Essence of Chicken players in Singapore
• +4 more outcomes

Segments7 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• ShopeecoreChannel Partner/ Reseller/ DistributorOfficial brand presence on Shopee marketplace across multiple markets including Singapore, Thailand for direct-to-consumer product sales through third-party e-commerce platform.
• LazadacoreChannel Partner/ Reseller/ DistributorOfficial brand stores on Lazada across Singapore, Thailand, and other regional markets for online product distribution through marketplace channel.
• Guardian (Health & Wellness Retail)coreChannel Partner/ Reseller/ DistributorHealth and wellness retail chain partner for in-store product distribution, making BRAND'S supplements accessible to health-conscious consumers.
• Watsons (Health & Wellness Retail)coreChannel Partner/ Reseller/ DistributorHealth and wellness retail chain partner for in-store product distribution in Singapore.
• FairPrice Group (NTUC FairPrice, ShengSiong, Cold Storage)coreChannel Partner/ Reseller/ DistributorMajor supermarket chain group including NTUC FairPrice, ShengSiong, and Cold Storage for broad retail distribution of BRAND'S products across Singapore.
• Giant and UnityminorChannel Partner/ Reseller/ DistributorSupermarket and convenience store chains for product distribution in Singapore market.
• Google (Analytics and Advertising)coreTechnology or IntegrationGoogle provides analytics services (Google Analytics) to understand website visitor behavior and targeted advertising services through Google Ads for marketing activities.
• Meta (Facebook, Instagram, Pixels)coreTechnology or IntegrationMeta provides targeted advertising services including Facebook Ads and Instagram marketing through Meta Pixels for customer engagement and remarketing.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Eu Yan Sang International: Singapore-listed TCM and health supplements retailer and brand offering bird's nest, essence of chicken, and herbal products across Asia. Directly comparable on product mix (chicken essence, bird's nest, wellness tonics), retail distribution model in Watsons/Guardian, and Chinese-heritage consumer targeting.
• Dragon Brand Bird's Nest: Specialized bird's nest beverage brand distributed across Singapore and regional markets through similar health-and-beauty and supermarket channels. Competes head-on with BRAND'S Bird's Nest in the premium RTD bird's nest segment.
• Pure Group (Pure Oriental): Bird's nest and collagen beauty essence brand sold across Southeast Asia in similar retail and duty-free channels. Overlaps on formulation, target demographic (women/health-conscious adults), and retail partnerships in pharmacy/health chains.
• Yan Palace (Yan Pal Aun): Malaysia-based bird's nest essence brand with cross-border distribution and Chinese-heritage focus. Comparable product offering (Bird's Nest ready-to-drink) and reliance on Asian gifting occasions and health-conscious consumers.
• Chee Sam (Hung Fook Tong): Traditional Chinese herbal soup and tonic brand in Singapore and HK, competing for the same at-home/onsite wellness occasions where BRAND'S Essence of Chicken is consumed. Comparable positioning around TCM heritage and daily health tonics.

Broad incumbents

• Yeo Hiap Seng (Yeo's): Singapore heritage beverage F&B incumbent with broad portfolio across Asian bottled drinks, health tonics, and bird's nest collaborations. Overlaps with BRAND'S in Singapore retail and health-and-wellness positioning but operates at much broader SKU breadth.
• Nestlé Health Science: Global health-focused nutrition arm of Nestlé covering supplements, kids nutrition, and active aging. Competes with BRAND'S on life-stage segmentation and pharmacy/supermarket distribution, though at much larger scale and with broader indication claims.
• Abbott (Nutrition & Consumer Health): Global nutritional supplements and medical nutrition major with lines for kids, adults, and seniors distributed through pharmacy and grocery channels. Comparable functional benefit positioning around energy, eye health, and immunity across life stages but at global scale.

Emerging players

• Carabao Tawandang: Thai energy drink and functional beverage brand expanding across Southeast Asia via similar off-trade retail and convenience channels. Targets the same young professional and working adult vitality occasion as BRAND'S Essence of Chicken variants.

Others

• Eu Yan Sang (Bird's Nest Nestco): Red Bull crosses the same 'mental sharpness / focus / energy' benefit territory as BRAND'S Essence of Chicken and ginseng variants, sold through identical off-trade retail channels. Differs in form factor (carbonated energy drink vs bottled tonic) but addresses the same use cases across the same young professional demographic.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@BrandsHealthyLiving/featured
• Facebookfacebook.com/BrandsSG
• Instagraminstagram.com/brands_sg
• LinkedInlinkedin.com/company/suntory-wellness-asia-pacific-pte.-ltd.

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Brand's