Whole Foods Market Brings Private-Label Products to Asia for the First Time, Launching in Singapore

The leading U.S. organic grocer enters Asia through a dual-channel approach, partnering with local specialty retailer Little Farms and Amazon.sg to reach Singapore's growing base of health-conscious consumers.

A Historic First for Whole Foods Market

Whole Foods Market has introduced its private-label product range to Asia for the first time, marking a significant milestone in the U.S. organic grocer's international expansion. From 23 September, Singapore consumers can purchase nearly 300 Whole Foods Market exclusive branded products — many of which were previously available only in the United States.

The launch covers a broad range of organic and responsibly sourced grocery staples across multiple categories, extending the brand's reach to an entirely new consumer base outside its home market.

Dual-Channel Distribution Strategy

The Singapore launch is structured around two complementary channels. Products are available online through Amazon.sg and Amazon Fresh, as well as in-store at Little Farms, a Singapore-based natural and organic supermarket with eight locations across the city-state.

Founded in 2016, Little Farms operates a hybrid retail model that combines premium supermarkets with dine-in bistros, cafes, artisanal bakeries and butcher counters. The retailer's positioning around ethically sourced, all-natural and organic products aligns closely with Whole Foods Market's own sourcing philosophy, making it a natural brick-and-mortar partner for the brand's regional debut.

Founded in 2016, Little Farms operates eight supermarket locations across Singapore, combining premium grocery retail with dine-in bistros, cafes, artisanal bakeries and butcher counters. The specialty grocer has been selected as Whole Foods Market's in-store retail partner for its Singapore private-label launch.

Three Exclusive Brands, One Quality Standard

The Singapore launch features products from three of Whole Foods Market's exclusive brand lines. The 365 by Whole Foods Market range, which has been a customer staple since 1990, offers everyday essentials at accessible price points. The Whole Foods Market Exclusive Brand line focuses on culinary-forward flavours, while Whole Paws caters to the pet care segment.

All products meet Whole Foods Market's quality standards, which prohibit more than 550 ingredients including hydrogenated fats, high-fructose corn syrup and artificial sweeteners. Whole Foods Market currently carries more than 4,000 SKUs across its exclusive brands portfolio, with sales up more than 50% in 2025 compared to 2019.

Amazon shoppers in Singapore can now access nearly 300 Whole Foods Market private-label products, including organic items, through Amazon.sg and Amazon Fresh.

Part of a Broader Growth Strategy

The Singapore expansion is one component of Whole Foods Market's wider growth agenda, which also includes the rollout of new smaller-format Daily Shop stores and an expansion of direct-to-consumer shipping for private-label products across the United States. The company currently has 100 new stores in its pipeline.

Singapore represents a strategically significant entry point into Asia, given the city-state's well-established consumer appetite for premium, organic and health-oriented grocery products — and its role as a regional gateway for broader Southeast Asian expansion.

Whole Foods Market's private-label brands, including the 365 by Whole Foods Market range, make their Asia debut in Singapore starting 23 September 2025, available through Amazon.sg, Amazon Fresh and Little Farms stores.