Developed in collaboration with the iconic Village Park eatery, the sambal’s debut in Singapore highlights how Grab Signatures Private Label brings signature restaurant flavours into retail, giving food lovers access to high-quality, ready-to-sell products beyond traditional dining experiences.
[Left to right] Leroy Seow, Managing Director, Products, FairPrice Group; Tan Huey Ling, Managing Director, FairPrice Finest; Sandy Low, General Manager of Private Label Business & Expansion, Jaya Grocer; Chuen Jein Tay, Head of Deliveries and Commercial, Grab Singapore; Datin Sri Aishah Chong, Co Founder, Village Park; Datuk Seri Mohd Shamil Ngoh Abdullah, Founder, Village Park; Mr. Ismail Mohamad Bkri, Deputy High Commissioner of Malaysia to Singapore
SINGAPORE, 6 November 2025 – One of Malaysia’s most beloved flavours is crossing borders. Brought to Singapore by Grab Signatures Private Label, the Village Park Nasi Lemak Sambal is now available exclusively at all FairPrice Finest outlets, and will be progressively rolled out to all Fairprice stores, giving Singaporeans a taste of the sambal that has become a household favourite in Malaysia.
This launch introduces Singapore shoppers to a Malaysian favourite that has already captured hearts across the causeway. Developed in collaboration with the iconic Village Park eatery, the sambal’s debut in Singapore highlights how Grab Signatures Private Label brings signature restaurant flavours into retail, giving food lovers access to high-quality, ready-to-sell products beyond traditional dining experiences.
Chuen Jein Tay, Head of Deliveries and Commercial, Grab Singapore, Sandy Low, General Manager of Private Label Business & Expansion, Jaya Grocer, Tan Huey Ling, Managing Director, FairPrice Finest, officiated the launch. They were joined by Leroy Seow, Managing Director, Products, FairPrice Group, Datuk Seri Mohd Shamil Ngoh Abdullah, Founder, Village Park and Mr. Ismail Mohamad Bkri, Deputy High Commissioner of Malaysia to Singapore.
Celebrating Regional Flavours, Connecting Singapore Shoppers to Malaysian Favourites
Grab Signatures Private Label was created to help popular F&B brands grow beyond their restaurants by turning their signature dishes into retail-ready products. The programme has enabled successful Malaysian brands such as Village Park, K Fry, KGB, and Inside Scoop to reach more customers across Malaysia—and now, Singapore.
“At Grab, we want to make it easier for people to discover great flavours,” said Chuen Jein Tay, Head of Deliveries and Commercial, Grab Singapore. “Singaporeans travelling to KL will often stop by Village Park for their famous nasi lemak, and now chilli-lovers can enjoy the sambal at home, pairing it with their own home cooked meals. Bringing Village Park Nasi Lemak Sambal to Singapore through our partnership with FairPrice gives local food lovers the chance to enjoy a dish that has become a Malaysian favourite, right here at home.”
“At FairPrice Group, we are continuously striving to make every shopping experience better for our customers. That means making it easier for them to find the regional flavours they love, without having to travel far. By bringing popular favourites, such as Village Park’s sambal chilli, into our FairPrice Finest stores, we are helping shoppers enjoy the best tastes from around the region right here at home. We are proud to be part of this collaboration with Grab, which celebrates the diversity of Southeast Asian flavours and makes them accessible to everyone.” Leroy Seow, Managing Director, Products, FairPrice Group.
Success story: Village Park Nasi Lemak
For Village Park Nasi Lemak, this debut is an exciting next step in their journey. What began in 2002 as a small family-run eatery in Damansara Uptown, Selangor, has grown into a popular food destination, loved for its crispy fried chicken, and rich spicy sambal. The restaurant was also the first merchant-partner to collaborate under the Grab Signatures Private Label initiative, bringing its signature sambal recipe to retail shelves across Malaysia.
Datuk Seri Mohd Shamil Ngoh Abdullah, Founder of Village Park, shared, “We started Village Park with a simple goal to serve good, honest food. Seeing our sambal now being sold in Singapore is something we never imagined. We are thankful to Grab for making this possible and for believing in the potential of local businesses like ours.”
Village Park Nasi Lemak Sambal is available for a six-month introductory period, exclusively at all 41 FairPrice Finest outlets across Singapore from November 2025, and on delivery via GrabMart on 10 November 2025. Both the ‘Original’ and ‘Lagi Pedas’ (aka extra spicy) versions come in 225g size bottles at a recommended retail price of S$6.95, with an introductory offer at S$6.50 until 30 November. In addition, from now until 9 November 2025, FairPrice shoppers will also receive a complimentary mug with every jar purchased, while stocks last.