Shermay's Singapore Fine Food

What Shermay's Singapore Fine Food does

Shermay's Singapore Fine Food is a Singapore-based food manufacturer specializing in Peranakan and Singaporean heritage products. The portfolio centers on signature sauces (Cilicuka chilli vinegar in three heat levels and Sambal Hijau), a range of keropok crackers (prawn, fish, sweet potato, pumpkin lentil, tomato tapioca, and cracker fries variants), Nonya Curry Powder, two cookbook volumes, Tingkat tiered gift sets, and lifestyle accessories. All products are halal-certified, with vegan and gluten-free options across multiple SKUs. The underlying technology is factory-adapted versions of heirloom recipes from Shermay Lee's grandmother Mrs Lee Chin Koon, the doyen of Peranakan cuisine, with Shermay Lee holding Le Cordon Bleu credentials.

The company operates a hybrid go-to-market model anchored by a direct-to-consumer Shopify e-commerce website (offering free Singapore-wide delivery above S$75 and a membership rewards program) and multi-channel wholesale distribution through department stores (Tangs), specialty food retailers (Little Farms' nine outlets, Huber's Butchery, Culina, Scoop Wholefoods), hotel gift shops (Shangri-La, Ritz-Carlton, Gardens by the Bay), airline retail (KrisShop, iShopChangi), online marketplaces (Shopee, Lazada, Redmart, GrabFood), and a food consulting arm serving Singapore Airlines, Fullerton Bay Hotel, Shangri-La, and other hospitality clients. Revenue streams are dominated by unit-priced packaged goods sales, supplemented by fixed-denomination gift vouchers and episodic professional services for menu development.

The business is founder-owned and operated by Shermay Lee under the legal entity Shermay's Provision Shop Pte Ltd (UEN 200403044R), incorporated in 2004 with the food manufacturing arm launched in 2015 after the closure of Shermay's Cooking School. The company is bootstrapped with no external funding, maintains a micro-team of 1-10 employees supplemented by an internship program, and serves Singapore as its primary market with export reach into Australia, the United States, the United Kingdom, and the European Union.

Name

Shermay's Singapore Fine Food

Legal name

Shermay's Provision Shop Pte Ltd

Website

https://www.shermay.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Shermay's Singapore Fine Food is a Singapore-based, founder-owned manufacturer of Peranakan sauces, keropok crackers, and curry powder, selling direct-to-consumer via Shopify and through department stores, specialty retailers, hotel gift shops, and airline retail channels.

Ownership category

akta.pro rank

Product category

Artisan Singaporean/Peranakan Sauces & Snacks

NAICS

Cookie, Cracker, and Pasta Manufacturing (31182), Mayonnaise, Dressing, and Other Prepared Sauce Manufacturing (311941)

SIC

Cookies & Crackers (2052), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Fermented & Specialty Condiments Manufacturing (Kimchi Base, Gochujang, Miso-Based Sauces) (AFAKADAO)

akta.pro secondary industries

Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional) (AFAKAIAO), Wet Seasonings & Pastes (Curry Pastes, Harissa, Gochujang, Spice Pastes) (AFAJANAI)

Keywords

• Peranakan sauces
• Artisan crackers
• Curry powder
• Singaporean condiments
• Heritage food gifts

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales through their Shopify website. Customers purchase individual products, gift sets, and bundles. Free delivery on orders S$75+. Self-serve model with account registration and membership rewards program.
2. Wholesale to Retail Partners: B2B sales to retail outlets including Tangs, Huber's Butchery, Little Farms, hotel gift shops, and airline retail. Products supplied in various quantities including carton bundles for wholesale.
3. Gift Vouchers: Digital gift vouchers sold in denominations of S$10, S$25, S$50, and S$100. Recipients redeem at checkout on the website.
4. Food Consulting Services: Shermay provides food consulting services to hotels, restaurants, and airlines. Has curated menus for Singapore Airlines, The Clifford Pier at Fullerton Bay Hotel, and other establishments.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels6 records

Core offering

Shermay's Singapore Fine Food manufactures and sells authentic Peranakan sauces (notably the signature Cilicuka chilli vinegar sauce in three heat levels and Sambal Hijau), ready-to-eat keropok crackers (prawn, fish, sweet potato, pumpkin lentil, tomato tapioca, and cracker fries), Nonya Curry Powder, the two-volume New Mrs Lee's Cookbook, and heritage-styled Tingkats gift sets and Peranakan lifestyle accessories. Products are factory-made to taste homemade using recipes passed down from Shermay Lee's grandmother (Mrs Lee Chin Koon, author of the original 1974 Mrs Lee's Cookbook) and are sold via the company's own e-commerce site, physical retail partners, and online marketplaces in Singapore, with export to Australia, USA, UK and EU.

Product overview

Shermay's Singapore Fine Food is a Singapore-based food manufacturing company specializing in Peranakan sauces, crackers (keropok), curry powder, cookbooks, and lifestyle products. The product portfolio centers on four core sauce products (Cilicuka in three heat levels and Sambal Hijau), seven keropok/cracker varieties (Prawn, Fish, Sweet Potato, Pumpkin Lentil, Tomato Tapioca, and Cracker Fries in bucket and packet formats), Nonya Curry Powder, two cookbook volumes, and themed gift sets (Tingkats). The company also offers lifestyle accessories featuring Peranakan motifs and gift vouchers. Products are designed for gifting, everyday snacking, and cooking, with emphasis on authentic Singaporean/Peranakan flavors. The brand operates on a Shopify e-commerce platform and distributes through retail partners and online marketplaces.

Differentiator

Problem solved

Functional benefit

Products and services

• Cilicuka Original (Level 1) A Peranakan chilli vinegar sauce based on Shermay's grandmother's heirloom recipe, made with fresh red chillies, garlic, and rice vinegar. Moderate heat with tangy zing. Non-GMO verified. Net Volume: 240ml. Halal certified.
• Cilicuka Very Hot (Level 2) & Cilicuka Very Very Hot (Level 3) Spicier variants of the signature Peranakan chilli vinegar sauce, made with red chilli and chilli padi. Suitable for vegetarians/vegans (Level 2) and halal certified with no artificial colouring (Level 3).
• Sambal Hijau A green chilli condiment made with chilli, soy oil, sugar, shallots, lime, dried shrimp, and salt; contains belacan (shrimp paste).
• Prawn Cracker (Keropok) Bucket Ready-to-eat prawn crackers with a light, melt-in-the-mouth texture and satisfying crunch. Made with prawn, tapioca flour, and corn starch. Net Weight: 225gm. Halal certified.
• Fish Cracker (Keropok) Packet Ready-to-eat fish crackers made with mackerel (Ikan Tenggiri), tapioca flour, and seasoning. Net Weight: 100gm in a resealable standing pouch.
• Pumpkin Lentil Cracker (Keropok) Bucket Vegan and gluten-free crackers made with pumpkin, tapioca starch, lentils, and rice flour. Net Weight: 150gm.
• Sweet Potato Cracker (Keropok) Bucket Vegan sweet potato crackers with a mildly sweet flavor and melt-in-the-mouth texture. Gluten-free. Net Weight: 220gm.
• Tomato Tapioca Cracker (Keropok) Packet Vegan crackers made with tapioca (ubi, cassava), tomato powder, vegetable oil and salt. Net Weight: 200gm in a resealable standing pouch.
• Cracker (Keropok) Fries Packet Ready-to-eat cracker fries made with prawn, tapioca flour, egg, sugar, salt, and vegetable oil. Halal and gluten-free.
• Nonya Curry Powder A vegan and gluten-free curry powder crafted from Shermay's grandmother's time-honored recipe. Winner of the UK Great Taste Award. Packaged with illustration by artist Yip Yew Chong.
• The New Mrs Lee's Cookbook Vol. 1 (English) Peranakan cookbook reworked by Shermay Lee and first published October 2003. Both volumes reached the Borders and Kinokuniya Top 10 Best-Selling List.
• The New Mrs Lee's Cookbook Vol. 2 (English) Second volume of Peranakan recipes reworked by Shermay Lee, published October 2004. Both volumes were on the Borders and Kinokuniya Top 10 Best-Selling List.
• Tingkats Heritage Gift Sets Multi-tiered, stackable gift sets inspired by vintage Peranakan tingkats. Available in themed variants: Golden Yellow, Vintage Teal (Seafood), Straits Green (Vegan), Lacquer Red (Keropok & Sauces), and Rose Pink (Keropok & Sauces). Made of sustainable paper with embossing and shadows mimicking real metal tiffin tingkat.
• Peranakan Plum Blossom Tea Towel Tea towel designed with iconic Peranakan plum blossom motif. Part of the Lifestyle collection.
• Peranakan Coaster Set of 5 Set of 5 coasters featuring iconic Peranakan motifs. Part of the Lifestyle collection.
• Gift Vouchers Gift vouchers available in denominations of S$10, S$25, S$50, and S$100 SGD; recipients redeem at checkout on the website.

Quantifiable outcome

• Gourmand World Cookbook Awards 2003 - Best Cookbook Award (Special Awards Category) and Special Award of the Jury in Respect of Tradition
• +1 more outcomes

Named customers13 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered core, flagship and minor.

• The Clifford Pier at The Fullerton Bay HotelcoreStrategic or Co-development Partner · 1 January 2014Shermay worked as food consultant from 2014 to 2015. She conceptualised a special Peranakan menu based on her grandmother's published and unpublished recipes for The Clifford Pier's launch, the August menu, as well as the permanent Afternoon Tea menu.
• Singapore AirlinesflagshipStrategic or Co-development PartnerFor SG50 (Singapore's golden jubilee), Shermay curated the three-month-long 'Singapore Heritage Cuisine' menu available across all cabin classes and SQ lounges. She was the first-born and bred Singaporean, first Peranakan, and one of a handful of female chefs to collaborate with SQ. Returned in 2020 to headline Restaurant A380 @ Changi menu.
• The Line at Shangri-LacoreStrategic or Co-development PartnerFood consulting collaboration for Peranakan cuisine offerings at the hotel's restaurant.
• Conrad HotelcoreStrategic or Co-development PartnerFood consulting collaboration for Peranakan cuisine.
• Sheraton TowersminorStrategic or Co-development PartnerFood consulting collaboration for Peranakan cuisine.
• Tanglin ClubminorStrategic or Co-development PartnerFood consulting collaboration for Peranakan cuisine.
• Culinary Institute of AmericaflagshipStrategic or Co-development PartnerIn 2004, Shermay was part of the team sent as Singapore's culinary ambassadors to the 'Worlds of Flavour International Conference'. She gave talks and demonstrations on Singaporean cuisine at the Napa Valley, California campus.
• Mr BucketminorStrategic or Co-development PartnerSpecial collaboration creating 'Mr Bucket x Shermay's Keropok Chocolate Snaps' - a distinctive limited-edition product combining Peranakan flavours with modern chocolate.
• Jammy'sminorStrategic or Co-development PartnerSpecial collaboration creating 'Shermay's x Jammy's Chilli & Vinegar Nut Crunch' - a limited-edition offering combining authentic Peranakan flavours with modern, playful twists.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Ayam Brand: Established Asian heritage food brand with broad canned/condiment portfolio (sardines, curry, coconut milk) across SEA and beyond. Broader incumbent comparable for category, retail placement, and export reach.
• Yeo Hiap Seng (Yeo's): Major Singapore sauce, condiment, and beverage manufacturer with much broader portfolio and ASEAN distribution. Overlaps with Shermay's on Asian sauce retail category but at significantly greater scale.
• BreadTalk Group: Singapore-headquartered bakery and food group with branded retail, gift hampers, and licensed products across Asia. Overlaps with Shermay's premium Singapore heritage CPG plus gift model at broader scale and more countries.

Direct peers

• Tai Hua: Long-established heritage Singapore sauce and condiment brand (soy, oyster, and Asian sauces). Closest comparable for Shermay's Singapore heritage positioning, DTC-plus-retail model, and Asian sauce category.
• Kim Choo Kueh Chang: Singapore-based Peranakan heritage food brand specialising in traditional Nyonya kueh and snacks. Directly comparable for Peranakan category focus, heritage positioning, and gift/tourism-oriented retail distribution.
• Bee Cheng Hiang: Singapore heritage food brand (bak kwa) with similar premium positioning, gift-centric product, multi-channel retail, and corporate gifting business model — comparable trajectory of premium heritage CPG in Singapore.
• Mr. Bean Group: Singapore soy-based snacks and beverages company with own DTC site, café/retail footprint, and bean-curd snack portfolio. Comparable scale, Singapore-centric distribution, and snack CPG focus.
• Mamee-Double Decker: Malaysian snack brand with keropok/cracker and biscuit lines distributed widely across SEA retail. Comparable for ethnic regional snack category, mass retail penetration, and adjacent cracker/snack CPG positioning.

Regional players

• Polar Puffs & Cakes: Singapore heritage bakery and pastry chain combining DTC-style gift hampers with retail storefronts. Comparable for Singapore-premium gifting CPG model, multi-channel fulfilment, and tourist-retail exposure.
• S&B Foods: Japanese manufacturer of curry powder, retort sauces, and wet seasonings. Direct comparable for Nonya Curry Powder product category and Asian ethnic spice/sauce category execution at scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtiktok.com/@shermayssingapore
• Facebookfacebook.com/shermayssingaporefinefood
• Instagraminstagram.com/shermayssingaporefinefood/?hl=en
• LinkedInlinkedin.com/company/shermay-s-singapore-fine-food

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 Shermay's Singapore Fine Food