Whole Foods Market Expands Global Reach with First-Ever Private-Label Launch in Asia
Whole Foods Market, the renowned U.S.-based organic grocery retailer, is taking a significant step in expanding its international presence by introducing its private-label products to the Asian market. Beginning September 23, shoppers in Singapore will gain access to an extensive selection of Whole Foods Market exclusive brands, including many top-selling items previously available only in the United States. This move marks the first time the company’s private-label portfolio will be offered in Asia, reflecting the retailer’s ongoing commitment to making high-quality, sustainably sourced groceries more accessible worldwide.
The initial launch will feature nearly 300 private-label items spanning multiple categories, complementing the already extensive selection of tens of thousands of grocery and everyday essentials available through Amazon.sg, Amazon Fresh, and local grocery and specialty stores in the region. Beyond online availability, these Whole Foods Market Exclusive Brands will also be offered in-store at Little Farms, a well-established natural and organic supermarket chain in Singapore. With eight strategically located stores across the city-state and a longstanding reputation for quality and responsible sourcing, Little Farms provides an ideal platform to introduce these products to new consumers.
The assortment of Whole Foods Market Exclusive Brands coming to Singapore includes items from three of its key private-label lines: 365 by Whole Foods Market, Whole Foods Market Exclusive Brand, and Whole Paws. The 365 by Whole Foods Market line has long been celebrated for its combination of quality and value, offering an extensive selection of essentials without compromising on affordability. Meanwhile, the Whole Foods Market Exclusive Brand caters to culinary enthusiasts seeking innovative flavors and gourmet-quality ingredients, reflecting the retailer’s deep expertise in sourcing and flavor development. For pet owners, Whole Paws delivers nutritionally balanced offerings designed to support the health and well-being of dogs and cats, staying true to Whole Foods Market’s commitment to uncompromising quality.
“Whole Foods Market has passionate fans around the world, and we’re thrilled to bring a piece of Whole Foods Market to Singapore,” said Sonya Gafsi Oblisk, Chief Merchandising and Marketing Officer at Whole Foods Market. “For 45 years, we’ve dedicated ourselves to making organic and responsibly sourced products accessible, and now we’re excited to introduce ourselves to an entirely new market where consumers are increasingly seeking high-quality and sustainable grocery options.”
The 365 by Whole Foods Market brand, established in 1990, has become a favorite among shoppers for combining affordability, exceptional quality, and strict adherence to the company’s rigorous standards. Products in this line follow stringent guidelines that ensure responsible sourcing and promote animal welfare while adhering to Whole Foods Market’s strict ingredient standards. The company bans more than 550 ingredients, including hydrogenated fats, high-fructose corn syrup, artificial sweeteners, and other additives, ensuring that every product supports both health and sustainability goals.
Whole Foods Market’s Exclusive Brands portfolio currently encompasses more than 4,000 SKUs, with 2025 sales showing an impressive growth of over 50% compared to 2019. This success underscores the company’s ability to develop products that resonate with consumers, combining taste, quality, and sustainability in ways that meet modern shopper expectations. The introduction of these brands to Singapore represents a natural progression in Whole Foods Market’s broader international strategy, aimed at extending its private-label offerings to new global markets.
The Singapore launch also aligns with Whole Foods Market’s ongoing domestic growth initiatives. In the U.S., the company is rolling out new formats such as the Daily Shop stores, designed to meet the needs of convenience-focused shoppers, and expanding direct-to-consumer shipping options for private-label products. With 100 stores currently in development, Whole Foods Market continues to innovate in both brick-and-mortar and digital channels, ensuring that its products are accessible to a diverse range of consumers.
Jason Buechel, Vice President of Amazon Worldwide Grocery Stores and CEO of Whole Foods Market, emphasized the company’s mission behind the international expansion. “Bringing these thoughtfully developed products to Singapore is another way we’re fulfilling our higher purpose: to nourish people and the planet,” Buechel said. “We’re confident that new customers will quickly fall in love with the taste, quality, and integrity of our exclusive brands.”
The partnership with Little Farms further reinforces Whole Foods Market’s strategy of aligning with retailers that share its commitment to quality and sustainability. Little Farms, with its eight locations across Singapore, has a long-standing reputation for providing natural and organic products sourced responsibly. By making Whole Foods Market Exclusive Brands available in-store, shoppers will be able to experience the products firsthand, from everyday grocery staples to specialty culinary items. This dual approach of online and physical availability ensures a wide reach and a seamless shopping experience for consumers.
In addition to everyday staples, Whole Foods Market’s exclusive products offer consumers a chance to explore unique culinary experiences. The Whole Foods Market private-label line is known for innovative flavors and high-quality ingredients, appealing to home cooks and food enthusiasts alike. Meanwhile, Whole Paws brings the same commitment to quality to pet food, providing owners with peace of mind that their pets’ nutrition meets the highest standards. Together, these brands represent a holistic approach to food and lifestyle, emphasizing health, sustainability, and culinary excellence.
Whole Foods Market’s international expansion reflects broader trends in global consumer demand. Shoppers in Asia are increasingly seeking products that align with their values, from organic and responsibly sourced ingredients to health-conscious and sustainable options. By introducing its private-label products to Singapore, Whole Foods Market is tapping into this growing demand while extending the reach of its trusted brands. The move also demonstrates the company’s commitment to innovation and customer-centric growth, leveraging both e-commerce and in-store experiences to build a strong presence in new markets.
Looking forward, Whole Foods Market plans to continue its expansion in Asia and beyond, using Singapore as a model for future international launches. By combining its proven product lines, rigorous quality standards, and partnerships with like-minded retailers, the company aims to establish a meaningful presence in new regions while maintaining the integrity and values that have defined its brand for over four decades.
With this expansion, Singaporean shoppers can now access hundreds of Whole Foods Market private-label items, enjoying the same high-quality, sustainable products that have made the retailer a household name in the U.S. From pantry staples to specialty culinary offerings and pet nutrition, Whole Foods Market Exclusive Brands are set to deliver the taste, quality, and integrity that consumers have come to expect.
