Singapore Snack Maker Expands Halal-Certified Cuttlefish Brand Across Southeast Asia

A Singapore snack maker is betting that the region's appetite for heritage foods—paired with strict halal certification—can carry a small local brand across Southeast Asia. 123 Food Pte Ltd, the only manufacturer in Singapore to hold MUIS halal certification for cuttlefish snacks, has already shipped products to Brunei and East Malaysia. Now the company is actively recruiting distribution partners in Indonesia, Thailand, and Mainland Malaysia, sensing an opening as older local producers have closed their doors.

The company's roots run deeper than its 2017 founding date suggests. When 123 Food started, it inherited recipes and production methods from an older generation of Singapore snack makers—techniques refined over decades. The cuttlefish sheets themselves carry cultural weight: in the 1950s through 1970s, they were cut into squares and pasted onto tikam tikam boards, the nostalgic street-side gambling games that shaped childhoods for generations of Singaporeans. Those humble origins, the company argues, are part of what makes the product distinct. Each pack is not just a snack but a thread connecting past to present.

The manufacturing process bridges tradition and efficiency. Workers still use some of the old methods—manually rolling cuttlefish through sugar cane presses, grilling over charcoal—but the operation has been modernized with high-efficiency baking and conveyor ovens to ensure consistency and scale. The seasoning formulas, passed down from previous generations, remain the foundation of the flavor profile: bold, umami-packed tastes that don't rely on preservatives or MSG. The products come in multiple varieties—crispy or chewy, spicy or sweet—designed to appeal across different consumer preferences.

What gives 123 Food a competitive edge in regional markets is the "Made in Singapore" label itself. Singapore's food safety and hygiene regulations are well-regarded across Asia, and the company's ISO22000:2018 certification and MUIS halal certification signal reliability to both distributors and end consumers. In a region where trust in food production matters, that reputation carries weight. The halal certification is particularly significant: 123 Food holds the exclusive distinction of being Singapore's only halal-certified cuttlefish snack manufacturer, a position that opens doors in Muslim-majority markets across Southeast Asia.

Shannon Lee, the company's director, frames the expansion as an opportunity to connect with partners who value quality and cultural authenticity. The pitch is straightforward: 123 Food offers not just finished products but also OEM and private-label manufacturing services, allowing regional distributors and retailers to introduce halal-certified cuttlefish snacks under their own brands. With several local competitors having closed in recent years, there is a gap in the market—and 123 Food is positioned to fill it.

The company is currently seeking partners across three major markets. Indonesia, with its large Muslim population and growing middle class, represents the largest opportunity. Thailand and Malaysia offer established distribution networks and consumer bases already familiar with heritage snacks. For businesses looking to expand their product portfolios or secure exclusive distribution rights, 123 Food is actively accepting inquiries. The expansion reflects a broader regional trend: as consumers increasingly seek products that combine tradition, food safety, and cultural authenticity, heritage snacks made under strict certification standards are finding new audiences beyond their countries of origin.