This National Day, we’re waving our flags a little higher. SpicyMama is now on the shelves of selected Sheng Siong supermarkets!

It’s more than just a proud milestone for us as a homegrown Singapore brand. It’s also a story of support, partnership, and the belief that local products deserve a place alongside household favourites. We’re deeply grateful to Sheng Siong for opening their doors to small businesses like ours, allowing us to reach even more homes across the island.

Why This Partnership Matters

Sheng Siong is known for more than just fresh produce and affordable groceries. Over the years, they’ve built a reputation for championing local businesses from farmers to food makers, giving them the platform to showcase their products to the heartland community.

For a growing brand like SpicyMama, this isn’t just about shelf space. It’s about visibility, accessibility, and the opportunity to connect with customers who might not have otherwise discovered us. In a competitive food market, this support can make all the difference.

We’ve always believed in bringing bold, creative flavours to the table in a way that’s fun, high-quality, and convenient. Partnering with Sheng Siong means more Singaporeans can now easily pick up our snacks during their weekly grocery runs, and that’s a win for everyone.

Our Flavours on the Shelves

We’re thrilled to have four of our signature products now available at Sheng Siong:

1. SpicyMama Crispy Anchovy (Non-Spicy)

For those who prefer to skip the spice, this crunchy ikan bilis snack is pure savoury satisfaction. It’s a versatile topping for porridge, rice, noodles, or enjoyed on its own. Perfect for kids, grandparents, and anyone who loves the natural umami of anchovies without the heat.

2. SpicyMama Crispy Spicy Seaweed (Less Spicy)

Light, crispy seaweed with a gentle kiss of spice, enough to warm the taste buds without overpowering. This is the ideal snack for those who enjoy a slight tingle of heat and a lot of flavour.

3. SpicyMama Crispy Spicy Shrimp (Shiok Spicy)

Our tribute to the iconic hae bee hiam. Crispy dried shrimp meets aromatic spices, creating a “shiok” level of heat that spice lovers crave. Fantastic as a topping for fries, fried chicken, or even fried rice.

4. SpicyMama Crispy Spicy Anchovy (Shiok Spicy)

The crunch you love, now turned up with a satisfying chilli kick. This fiery, umami-rich snack instantly elevates plain rice, fried noodles, or even scrambled eggs.

From SpicyMama to the Heartlands

As a local brand, we understand the flavours Singaporeans love, the ones that bring back memories of hawker centres, family dinners, and home-cooked meals. Each SpicyMama jar contains fresh, premium ingredients to ensure every bite delivers on crunch, flavour, and quality.

By placing our jars on Sheng Siong shelves, we’re not just selling snacks/condiments, we’re sharing a piece of Singapore’s food story.

Sheng Siong’s Heart for Local

One of the things we admire most about Sheng Siong is their commitment to nurturing Singapore’s food ecosystem. They understand that small local businesses often face challenges in reaching customers, from marketing to distribution. By giving brands like SpicyMama a platform, they help us grow while preserving Singapore’s unique food heritage.

It’s a graceful form of support, not loud, not showy, but deeply impactful. The fact that customers can now discover a variety of local products in their neighbourhood speaks volumes about Sheng Siong’s role as more than just a retailer. They are partners in building a thriving community.

A National Day Toast to Local Flavours

There’s no better time for this launch than Singapore’s National Day season. It’s a moment when we reflect on how far we’ve come as a nation, and for SpicyMama, it’s a reminder that our local food culture is worth celebrating every day.

From the humble ikan bilis to the fragrant hae bee hiam, these flavours are a part of who we are. And thanks to Sheng Siong’s belief in local brands, they’re now more accessible than ever.

As you stock up for your National Day gathering, why not add a jar (or two) of SpicyMama to your basket? Whether you’re looking for a non-spicy snack for the kids or a shiok spicy kick for the adults, there’s something for everyone.

Please find us at selected Sheng Siong Outlets for your convenience. You can now find:

• Crispy Anchovy (Non-Spicy)
• Crispy Spicy Seaweed (Less Spicy)
• Crispy Spicy Shrimp (Shiok Spicy)
• Crispy Spicy Anchovy (Shiok Spicy)

We’re excited for you to try them, share them, and make them part of your meals.

From SpicyMama to your table, and now from Sheng Siong to your neighbourhood, we sincerely appreciate your support for local brands. Here’s to keeping Singapore’s flavours alive.