Kiwi Kitchen Singapore

What Kiwi Kitchen Singapore does

Kiwi Kitchen Singapore, operated by Lula Pvt Ltd, is a direct-to-consumer e-commerce retailer that imports and distributes New Zealand food and beverage products to consumers across Singapore. Founded in 2014, the company curates an assortment of 50+ New Zealand brands and thousands of SKUs spanning grocery, health-focused, and alcoholic beverage categories, serving expat New Zealanders, the NZ diaspora, health-conscious consumers, and alcohol buyers. Operations are anchored by an industrial warehouse in Hougang with islandwide delivery Monday through Saturday between 10AM and 3PM.

The platform is built on WordPress and WooCommerce with no proprietary mobile app, public API, or disclosed AI components, indicating a lean technology stack appropriate to its scale. Pricing mechanics include a SGD 15 flat delivery fee waived above SGD 80 order value and a 10% first-order discount, positioning the business as a mid-priced specialty grocer rather than a discount or premium retailer.

The business model is bootstrapped and DTC-only, with no disclosed funding rounds, partnerships, acquisitions, or external investors. With 7 employees, the operation runs with minimal overhead. The strategic posture is one of a niche specialist defending an underserved category (New Zealand imports in Singapore) rather than a category leader pursuing scale, and the absence of disclosed expansion plans beyond the existing footprint supports this characterization.

Name

Kiwi Kitchen Singapore

Legal name

Lula Pvt Ltd

Website

https://kiwikitchen.sg

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Kiwi Kitchen Singapore is a bootstrapped DTC e-commerce retailer, founded in 2014, that delivers New Zealand food and beverage products islandwide from a Hougang warehouse to expats, the NZ diaspora, health-conscious consumers, and alcohol buyers via a WordPress/WooCommerce storefront.

Ownership category

akta.pro rank

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Direct online sales of New Zealand food and beverage products to consumers in Singapore. Revenue generated through per-transaction product sales with no subscription component.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Kiwi Kitchen Singapore is an e-commerce platform that delivers authentic New Zealand food and beverage products directly to consumers across Singapore. The platform aggregates over 50 New Zealand brands across categories including chocolates, biscuits, dairy, bakery, frozen foods, alcoholic beverages, and specialty dietary items, fulfilling orders from an industrial warehouse with islandwide delivery Monday to Saturday.

Product overview

Kiwi Kitchen Singapore is an e-commerce platform that delivers New Zealand food and beverage products to customers in Singapore. The business operates as an online grocery store featuring a comprehensive range of products organized into categories including Alcohol (spirits and wines), Bakery, Baking & Cooking, Biscuits & Crackers, Breakfast Foods, Canned & Prepared Foods, Chilled & Deli, Chocolate & Sweets, Drinks, Frozen Foods, Gluten Free Products, Health & Wellness, Household Cleaning, Meal Ingredients, Meat & Seafood, Mexican, Personal Care, Pies & Savouries, and Specialty Foods (Keto, Vegan, Vegetarian). The platform offers over 60 New Zealand brands including Griffin’s (35 products), Whittaker's Chocolates (48 products), Wattie's (20 products), Tasti (35 products), Bluebird (34 products), Lewis Road Creamery (22 products), Cadbury (13 products), and numerous others. The e-commerce platform features standard online shopping functionality including account management, wishlists, promotional offers (10% first-time customer discount), and islandwide delivery with free shipping on orders over $80.

Differentiator

Problem solved

Functional benefit

Products and services

• Alcohol New Zealand alcoholic beverages including spirits (gin, rum, vodka, whisky) and wines (red wine, white wine, sparkling wine, rosé). Age-verified (18+) sales.
• Bakery New Zealand bakery products including bread, bread rolls, buns, bagels, wraps, tortillas, croissants, pastries, crumpets, English muffins, muffins, biscuits, slices, pizza bases, and paninis.
• Baking & Cooking Baking and cooking ingredients including dessert mixes, long life milk, pancake mix, and yoghurt bases.
• Biscuits & Crackers New Zealand biscuits, cookies, chocolate biscuits, crème and filled biscuits, crackers, and gluten-free options.
• Breakfast Foods Breakfast items including cereal (including gluten-free), crumpets, toastables, muesli, pancakes, spreads (butter, jams, marmalade, NZ artisan honey), and toast bread.
• Bundle Deals Pre-packaged deals combining multiple New Zealand products at discounted prices.
• Canned & Prepared Foods Canned and prepared food items including baked beans, spaghetti, fruit, soup, and vegetables.
• Chilled & Deli Chilled and deli products including butter, flavoured milk, milk and cream, speciality cheese, and standard cheese.
• Chocolate, Sweets & Snacks Confectionery items including biltong, jerky, chips, corn snacks, chocolate bars, blocks, boxed/pouched chocolate, fruit snacks, nuts, snack bars, muesli bars, sweets, licorice, and lollies.
• Drinks - Hot & Cold Beverages including drink mixes (powdered mixes, seltz drops, soda syrups), fruit juice, milk, flavoured milk, soft drinks, energy drinks, still water, and tea.
• Frozen Foods Frozen products including frozen meat (beef, chicken, lamb), seafood, pies and savouries (including party pies and gluten-free options).
• Gluten Free Products Gluten-free alternatives across bakery, baking, cooking, breakfast, crackers, biscuits, slices, desserts, pies, sweets, snacks, and Mexican categories.
• Health & Wellness Health products including nutritional support items.
• Household Cleaning Cleaning products for household use.
• Meal Ingredients Cooking ingredients including condiments, dressings, desserts, gravy, honey, recipe bases, sauces, stocks, and marinades.
• Meat & Seafood Fresh and frozen meat (beef, biltong, jerky, chicken, lamb) and seafood products.
• Mexican Mexican food products including tortillas.
• Personal Care Personal care items including deodorant and sanitary products.
• Pies & Savouries Savory pies and party pies for meals and events.
• Specialty Foods Specialty dietary foods including keto, vegan, and vegetarian options.
• Gift Certificate Digital gift certificates available for purchase as gifts for friends and family.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Direct peers

• Little Farms: Singapore-based specialty grocery retailer curating premium imported products with a strong DTC online and physical-store presence. Directly comparable in customer proposition — curated imported specialty foods delivered to Singapore households — though less country-specific than Kiwi Kitchen.
• Meadows: Singapore online retailer focused on imported premium pantry, baking and specialty foods. Directly comparable business model — curated imported grocery assortment delivered across Singapore to home cooks and expats.
• Wine Connection: Singapore wine and spirits specialty retailer with both stores and online channel. Comparable on the alcohol subset of Kiwi Kitchen's catalog (NZ wines and spirits) with overlapping customer base of premium-beverage buyers in Singapore.
• Bottles & Bottles: Singapore specialist alcohol retailer with broad wine and spirits assortment including imported labels. Comparable on the alcohol pillar of Kiwi Kitchen's business — online alcohol commerce in Singapore — though not NZ-specialized.
• Ryan's Grocery: Singapore premium grocer focused on imported, organic and specialty items, operating both online and physical stores. Closely comparable business model — imported curated assortment aimed at expats and dietary-restricted Singapore consumers.
• The Butcher's Dog: Singapore online specialty butcher/deli retailer with curated imported meats and artisanal products. Comparable as a niche online specialty food retailer serving Singapore consumers, though narrower in category scope.

Broad incumbents

• RedMart (Lazada): Singapore online grocery marketplace now operating under Lazada, offering broad imported and local assortment. Competes in the same online grocery channel but with a mass-market generalist catalog rather than a NZ-specialist focus.
• NTUC FairPrice Online: Singapore's largest supermarket chain with full online grocery operations. A broad incumbent that increasingly lists imported brands, including NZ lines, posing long-term competitive overlap for Kiwi Kitchen's specialty assortment.
• Cold Storage Online: Major Singapore supermarket chain with an online storefront offering broad grocery assortment including imported items. Competes for the same online grocery basket but as a mass-market generalist, not a NZ-specialist.

Others

• Honest Bee: Was a major Singapore online grocery platform before restructuring. Comparable in market and channel (online grocery in Singapore) though broader in assortment and not NZ-specialized; relevant as a precedent for online grocery economics in the region.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/kiwikitchensingapore
• LinkedInlinkedin.com/company/kiwi-kitchen-sg
• Instagraminstagram.com/kiwikitchen_sg

Revenue estimate

Valuation estimate

Number of profiles

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 Kiwi Kitchen Singapore