Halal Cuttlefish Snack Producer 123 Food Pte Ltd Expands Across Southeast Asia

Singapore’s culinary heritage is making waves across Southeast Asia as 123 Food Pte Ltd, the nation’s only MUIS halal-certified cuttlefish snack manufacturer, announced on August 19, 2025, its ambitious expansion into Indonesia, Thailand, and Mainland Malaysia. Building on successful exports to Brunei and East Malaysia, the company is seizing the growing demand for authentic, high-quality halal snacks. This move not only celebrates Singapore’s rich snack culture but also positions 123 Food as a leader in the booming global halal food market, projected to reach $2.8 trillion by 2030.

This article explores the details of 123 Food’s expansion, the cultural significance of its products, and how businesses and consumers can engage, offering a comprehensive guide for readers interested in Southeast Asia’s halal food landscape.

The Legacy of 123 Food’s Halal Cuttlefish Snacks

Founded in 2017 and based at Westview Food Factory in Singapore, 123 Food Pte Ltd has spent over two decades perfecting its cuttlefish snack recipe, blending traditional techniques with modern innovation. These snacks, rooted in Singapore’s 1950s–1970s “tikam tikam” street games, evoke nostalgia with their bold, umami flavors, available in varieties like chili, sugar, lemon, and butter. Unlike competitors, 123 Food’s products are free of preservatives and MSG, adhering to strict ISO 22000:2018 and MUIS halal standards, ensuring trust and quality.

As the sole MUIS halal-certified cuttlefish snack producer in Singapore, 123 Food capitalizes on the city-state’s reputation for stringent food safety, making its “Made in Singapore” label a powerful draw in Muslim-majority markets like Indonesia and Malaysia, home to over 250 million Muslims.

Expansion Strategy: New Markets, New Opportunities

On August 19, 2025, 123 Food announced its regional push, targeting Indonesia, Thailand, and Mainland Malaysia to meet rising demand for halal-certified heritage snacks. This follows successful exports to Brunei and East Malaysia, where the company has built a strong foothold in supermarkets and minimarts. The expansion leverages the closure of other local cuttlefish producers, positioning 123 Food to fill a critical market gap.

Director Shannon Lee stated, “We’re excited to connect with partners who value quality, halal certification, and the rich food heritage of Singapore.” The company is actively seeking distribution partners, offering exclusive agreements and OEM/private-label solutions, allowing businesses to market these snacks under their own brands. This flexibility appeals to regional retailers looking to tap into the Southeast Asian halal market, valued at $34.14 million in 2024 with an 8.8% CAGR through 2031.

Cultural and Economic Significance

123 Food’s snacks are more than a treat—they’re a celebration of Singapore’s culinary history. From hand-rolled cuttlefish pressed through sugar cane rollers to modern conveyor oven production, the company preserves artisanal craftsmanship while ensuring scalability. Each pack bridges nostalgia and innovation, resonating with consumers seeking authentic, high-quality snacks.

Economically, the expansion promises job creation in production and distribution, reinforcing Singapore’s role as a halal food hub. For Southeast Asian consumers, particularly in Indonesia and Malaysia, these snacks offer Shariah-compliant options that align with global trends toward ethical, natural foods. Non-Muslim consumers are also drawn to the clean-label appeal, broadening the market.

Challenges and Competitive Landscape

The expansion faces challenges, including navigating diverse regulatory frameworks across Southeast Asia and competing with established players like Ken Ken Food Manufacturing, a Singapore-based competitor with a strong regional presence since 1964. However, 123 Food’s unique halal certification and focus on natural ingredients provide a competitive edge. Ensuring consistent quality during rapid scaling will be critical to maintaining consumer trust.

Additionally, regional halal certification bodies, such as Malaysia’s JAKIM and Indonesia’s MUI, require strict compliance, which 123 Food’s MUIS certification helps streamline. The company’s investment in modern production ensures it meets these standards while keeping costs competitive.

How to Engage with 123 Food’s Expansion

• For Businesses: Distributors and retailers can contact 123 Food via 123food.sg to explore partnerships, request samples, or discuss OEM/private-label options. These solutions offer customizable packaging and competitive pricing for supermarkets and wholesalers.

• For Consumers: Find 123 Food’s snacks at Singapore’s NTUC FairPrice, Sheng Siong, or online platforms. Try grilling them for enhanced flavor or pairing with a beverage for a movie-night treat, as suggested on their website.

• Stay Updated: Follow 123 Food on social media or check 123food.sg for new flavor launches and market updates. Regional news outlets like The Manila Times and Laotian Times also cover their progress.

A Bright Future for Halal Snacks

123 Food’s expansion comes at a pivotal moment for the global halal food market, driven by a rising Muslim population and increasing non-Muslim interest in ethical snacks. Southeast Asia, with its 270 million Muslims and burgeoning middle class, is a key growth driver, with Malaysia and Indonesia leading in halal exports. By combining heritage with innovation, 123 Food is poised to capture significant market share while sharing Singapore’s culinary legacy with the region.

The company’s commitment to quality, sustainability, and cultural authenticity positions it as a leader in the halal snack sector. As it forges new partnerships and enters new markets, 123 Food invites businesses and consumers to join its mission to preserve and share Singapore’s snack culture, one pack at a time.