SUPER Launches NEW Brand Identity and NEW Zero Sugar Added Coffee – FREE Sample Kit To Redeem

SUPER, a pioneer of coffee, tea and cereal instant mixes has a new revamped look across its brand portfolio. The entire SUPER portfolio features an updated version of its highly recognizable laurel logo, first introduced in 1987 starting the month of October 2020. It is a well-known household homegrown Asian brand that produced wide range of beverage products over the years. Their re-branding exercise will bring a fresh new look to the products and makes it easier for shoppers to instantly recognize the brand and navigate the different variants.

The new SUPER packs design with the enhanced ingredient imaginary and a sophisticated gold ‘S’ device flows through every park, a mark of product quality that discerning and value-conscious consumers can recognize and trust.

SUPER Coffee Regular Range Packaging

SUPER Regular Coffee Range:
– Original 3-in-1 Coffee
– Rich 3-in-1 Coffee
– Less Sugar 3-in-1 Coffee
– SUPER Zero Sugar Added 2-in-1 Coffee (NEW)

SUPER White Coffee Range Packaging

SUPER White Coffee Range:
– White Coffee Classic
– White Coffee Hazelnut
– White Coffee Brown Sugar
– White Coffee – Coffee & Creamer!
With the renewed focus to enhance the consumer’s brand experience, SUPER is also extending its product line-up, with new offerings that cater to emerging consumer trends for healthier and more nutritious products.

Exclusive Mockups for Branding and Packaging Design
Exclusive Mockups for Branding and Packaging Design
Presenting to you the SUPER Zero Sugar Coffee – 2-in-1 Coffee, which delivers on SUPER’s signature coffee aroma and smoothness, even without added sugar. SUPER’s expertise in coffee mixes comes to life in SUPER Zero Sugar’s perfect balance of acidity, bitterness and body. Ideal for consumers who trying to cut down sugar in-take and yet able to enjoy the aromatic coffee.


SUPER is giving away over 130K sampling kits nationwide to let more Singaporeans to have a taste of the new SUPER products.

Sample from the website

All you need to do is to go to to request. It is as simple as that.

There is also SUPER in-store roadshow at 5 leading supermarkets with special promotion. For more information on roadshow schedule and location, please refer to SUPER Facebook page at

Do keep a lookout in coming months as SUPER will be introducing new and upgraded variants in tea and cereal beverages, which will be available in supermarkets, grocery stores and online channels nationwide.

Founded in 1987, SUPER pioneered and introduced the concept of 3-in-1 beverage products across Southeast Asia with the belief that great taste should be convenient and affordable. SUPER was accredited ‘Pioneer Status’ by the Singapore Economic Development Board for the manufacture of instant cereals in 1994, followed by soluble spray-dried coffee in 1998 and non-dairy creamer in 2003. In June 2017, SUPER Group Ltd was acquired by Jacobs Douwe Egberts (JDE), starting a new journey together to serve high quality products to customers and consumers across Asia.

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