Halal opportunities: Swisse launches halal-certified supplements in South East Asia

By Tingmin Koe

- Last updated on GMT

Swisse has launched halal-certified multivitamins in Singapore. ©Getty Images
Swisse has launched halal-certified multivitamins in Singapore. ©Getty Images

Related tags swisse Halal South east asia

Swisse has launched a halal-certified multivitamin in Singapore and is planning to launch more of such products in the region, with Malaysia and Indonesia the next go-to markets.

The subsidiary of Hong Kong-listed H&H Group says most of its products are made in accordance with halal standards, but it is now working on securing official halal certificates.

The company currently has two halal-certified products, namely Swisse Ultivite E-Sential Multivitamin and Swisse Ultibiotic Daily Balance Probiotic, after obtaining halal certification from the Halal Certification Authority Australia (HCAA).  

The halal-certified Swisse Ultivite E-Sential Multivitamin is already available in Singapore and will launch in Malaysia in Q2. 

SG Swisse Ultivite E-sential multivitamin
Swisse Ultivite E-sential Multivitamin

Speaking with NutraIngredients-Asia, ​Charles Ravel, H&H Group Managing Director for Asia, U.S., Global Export & Global Brand, said registering the products with halal certificates would be a top priority for the company, since it would be expanding in markets with a Muslim majority.

“We are growing fast into some countries where Islam is followed, I am talking about some of the South East Asian markets, such as Malaysia and soon to come, Indonesia.

“That’s why this is becoming increasingly important for us to make sure that we satisfy consumers of these markets,” ​he said.

The company is planning to expand into Indonesia this year, it said​ in its FY2020 financial results. 

For a start, the company would register products which are applicable to a wider group of consumers, such as multivitamins.

“Multivitamin is definitely one of the products which cater to a larger group of audience, that's the reason why we started the certification process on these products before others.”

On the other hand, based on the company’s research, halal certification is not on top of the list when consumers purchase vitamin and mineral supplements, though it ranks high up for general foods products.

Nonetheless, senior consumers are more interested in consuming halal certified supplements.

Hence, the company would also prioritise products that cater to the needs of senior consumers and gradually products for the millennials for official halal certification.

“Take Indonesia for example, this is one of the youngest countries in the world, with a very large millennial population which is increasing very quickly, and the senior audience are engaging these consumers in consuming halal certified products.”  

Halal appeal

Aside from a religious practice, other reasons consumers would prefer a halal-certified supplement would be because of its association with wellness and animal welfare, Ravel said.

“For the more senior consumers, there is certainly the notion of religion which is the biggest part of their decision-making process for buying halal-certified products.

“For the younger generation, while halal is driven by religion, halal is also connected with wellness, animal welfare, health, nature, and these are what our brand is promoting and that's the reason why the vast majority of our products are already made in line with halal requirements, though they have not yet undergo the official halal certification process.”

Related news

Show more

Related products

show more

Give joint health consumers what they want

Give joint health consumers what they want

Lonza | 31-Jan-2023 | Insight Guide

It’s no secret the pandemic had a profound effect on the way we live and move. Consumers of all ages now want to get back to doing the things they love,...

Broadening formulation with Postbiotic LAC-Shield™

Broadening formulation with Postbiotic LAC-Shield™

Morinaga Milk Industry Co., Ltd. | 25-Nov-2022 | Technical / White Paper

Postbiotic emerges as a strong biotic solution for functional food and drink products, especially those that probiotic bacteria cannot thrive in. LAC-Shield™...

eBook: Press reset on joint health with Lonza

eBook: Press reset on joint health with Lonza

Lonza | 20-Sep-2022 | Technical / White Paper

It’s no secret the pandemic had a profound and prolonged effect on the way we live and move. Now, consumers of all ages are looking to press reset on their...

Gold Tri.E® improves lipid profile

Gold Tri.E® improves lipid profile

Sime Darby Oils Nutrition | 09-Aug-2022 | Technical / White Paper

Vitamin E is a fat-soluble vitamin with antioxidant property, scavenging free radicals and reducing oxidative stress. Tocotrienol is one of the vitamin...

Follow us


View more


Nutra Champions Podcast

Nutra Champions Podcast