Lamb Weston has long been a behind-the-scenes giant of the global foodservice industry, supplying fries to some of the world’s best-known restaurant chains. In 2025, as the company marked its 75th anniversary, it made a strategic shift in Asia: bringing its products directly to consumers in Singapore. At the centre of this move is Jeevan Dass, Senior Commercial Director for Asia Pacific, who joined the company just over a year ago and is now steering its retail debut in Southeast Asia.
For Dass, Singapore was not a tentative first step but a deliberate launchpad. “Singapore is a strategic hub for us in Southeast Asia,” he told Inside Recent. “It’s a gateway to the region’s fast-growing foodservice market, but it’s also a trendsetter. What works here often shapes consumer expectations across Asia.”
Lamb Weston has established a fully integrated operational centre in Singapore, housing sales, marketing, quality assurance and a test kitchen. This setup allows the company to serve customers across Southeast Asia while maintaining the strict quality standards it is known for globally.
Why Singapore, why now
Dass believes Singapore offers a unique combination of operational efficiency and consumer sophistication. Its diverse population, strong retail infrastructure and openness to new food concepts make it an ideal test market. “Singaporean consumers are discerning. They care about quality, texture, flavour and convenience,” he explains. “That makes it the perfect environment to launch, test and refine our retail offerings before expanding further across Asia.”
The move also reflects a deeper shift in Asian consumer behaviour. Across the region, in-home dining has grown rapidly, driven by lifestyle changes and the widespread adoption of ovens and air fryers. “Consumers increasingly want restaurant-quality experiences at home,” Dass says. “We’ve spent decades perfecting fries for quick-service restaurants. The opportunity now is to translate that expertise into products that fit modern home kitchens.”
From restaurants to home kitchens
Lamb Weston’s decision to target home consumers is rooted in this convergence of convenience and quality. Dass points out that frozen food is no longer seen as a compromise. “People want indulgence, but they also want control—over ingredients, cooking methods and portion sizes,” he says. “Our fries are designed for air fryers and ovens, so you get consistent crispiness without deep-frying.”
The company’s proprietary Stealth™ batter technology is central to this promise. The invisible coating keeps fries crispy for up to twice as long as uncoated fries, a feature originally developed to meet the demands of food delivery and extended hold times in restaurants. “Those same challenges exist at home,” Dass notes, especially when families are entertaining or serving food in batches. “We bring the same uncompromising performance standards from foodservice into retail.”
Equally important for Singapore is inclusivity. All Lamb Weston retail products here are halal-certified, vegan and gluten-free. “Taste and texture should never be compromised by dietary requirements,” Dass says. “We want everyone to enjoy great fries at home.”
Four cuts, distinct roles
The Singapore launch features four products drawn from Lamb Weston’s successful European retail range, chosen specifically for local cooking and eating habits. Original Fries offer a classic, skin-on cut with authentic potato flavour—what Dass calls the “everyday chip” that works equally well with Western and Asian dishes. Ziggy Fries™, with their zig-zag shape and deep grooves, deliver extra crunch and visual appeal.
Then there are the formats designed for sharing and social snacking. Potato Dippers™ come in a unique scoop shape, ideal for sauces and loaded fries, tapping into Southeast Asia’s love for bold flavours and communal eating. Grill Fries, with their crinkle-strip shape and salt-and-pepper seasoning, offer what Dass describes as “an irresistible crunch with a subtle pepper kick.”
“These aren’t random cuts,” he says. “Each style plays a distinct role across different meal occasions—from quick weeknight sides to social gatherings.”
Research driven by real kitchens
While the four products are proven performers elsewhere, Dass stresses that research and feedback remain central to Lamb Weston’s innovation process. The company begins by engaging its existing QSR and foodservice partners to understand what consumers expect in terms of texture, flavour and versatility. Those insights shape decisions on cuts, coatings and even pack sizes for retail.
In Singapore, in-store sampling has become a crucial feedback loop. At selected FairPrice outlets, shoppers can purchase two packs and receive a free fry-clip fridge magnet, lowering the barrier to first-time trial. “There’s no better way to convince someone than letting them experience the crispiness themselves,” Dass says.
Building a brand, not just a product
Dass sees Singapore not only as a sales market but as a brand-building platform. Lamb Weston is investing in social media engagement on Facebook and Instagram, sharing recipes, serving ideas and promotions to connect with consumers beyond the freezer aisle. “We’re not just selling fries,” he says. “We’re selling moments—family dinners, casual entertaining, comfort food after a long day.”
Growth, however, will be measured rather than aggressive. Over the next two to three years, Lamb Weston plans to expand into other supermarket chains across Singapore while ensuring sustainable, high-quality execution. “We want to grow responsibly with our customers,” Dass explains. “That means innovation, consistency and listening carefully to what the market tells us.”
A launchpad for Southeast Asia
Singapore is Lamb Weston’s first retail entry point in Southeast Asia, but the ambition extends far beyond the island. Insights gained here—from consumer preferences to packaging formats—will inform the company’s broader regional strategy. “What we learn in Singapore directly shapes how we approach other markets in Asia,” Dass says.
Sustainability is also part of that long-term vision. The Singapore launch introduces eco-friendlier packaging that is thinner, made partly from bio-renewable materials derived from used cooking oil, and designed to reduce carbon footprint. These efforts align with Lamb Weston’s global targets to cut food waste and emissions by 2033.
Looking ahead
With 18 years in the consumer goods sector, Dass brings a strong focus on value creation, P&L discipline and long-term brand building. His outlook for Singapore is optimistic but grounded. “This market will keep us honest,” he says with a smile. “If you can succeed here—where consumers are demanding and competition is intense—you build a model that can travel.”
As Lamb Weston’s fries make their way from restaurant kitchens to Singaporean homes, the launch marks more than a retail debut. It signals how global foodservice expertise is being reshaped for a new era of at-home dining—and how Singapore is once again serving as the proving ground for what comes next in Asia.
