Foreword (Potatoes.News)
Foreword (Potatoes.News)
In 2025, Lamb Weston marks its 75th anniversary while making an important move in Asia: entering Singapore’s retail segment for the first time. For Potatoes.News, we prepared this exclusive interview with Jeevan Dass, Senior Commercial Director for Asia Pacific, to hear directly why Singapore was chosen, which products the company sees as most promising for Southeast Asia, how consumers are responding to Stealth™ technology, and how sustainability is shaping the brand’s strategy in the years ahead.
Spokesperson Details
Spokesperson’s name and designation
Jeevan Dass, Senior Commercial Director for Asia Pacific
Bio
Jeevan Dass joined Lamb Weston as the Senior Commercial Director for Asia Pacific slightly over a year ago.
With 18 years in the Consumer Goods sector, JD has a passion for driving and creating value for brands. Throughout his career, he has managed Profit & Loss statements for half of that time, focusing on delivering results.
His expertise lies in Corporate Strategy, New Market Development, Consumer Insights, and leading teams to success.
Interview Questions and Responses
1. Lamb Weston is celebrating its 75th anniversary while entering the Singapore retail market for the first time. Why did you choose this moment and this market for your Southeast Asia retail debut?
Our retail debut in Singapore is a milestone that underscores Lamb Weston’s commitment to shaping the future of frozen potatoes in Asia while recognising a critical shift: Asian consumers increasingly want restaurant-quality experiences at home.
Singapore serves as the ideal launchpad for this expansion. As our regional hub for nearly two decades, we’ve built deep market expertise and trusted relationships with major quick-service restaurants (QSRs) and foodservice operators. Now, we’re leveraging that foundation to introduce our iconic products – Original Fries, Grill Fries, Ziggy Fries™, and Potato Dippers™ – directly to consumer through FairPrice Group.
This launch reflects our broader ambition to strengthen brand visibility, expand beyond foodservice into home-consumer retail, and deliver innovation that resonates with Asia’s dynamic and fast-evolving food landscape.
2. What makes Singapore strategically important for the company’s future growth in the Asia-Pacific region?
Singapore is a strategic hub for Lamb Weston in SEA. It’s not only a gateway to the region’s fast-growing foodservice market but also a trendsetter in consumer preferences. A fully integrated operational centre housing sales, marketing, quality assurance, and our innovative culinary test kitchen, this infrastructure enables us to support customers across SEA efficiently while maintaining the quality standards that define Lamb Weston.
By launching retail here in Singapore, we’re building a strong foundation for regional expansion while reinforcing our commitment to innovation and quality. Singapore’s diverse and discerning consumer base make it an ideal environment to refine our product offerings, test new formats, and gather insights that shape innovation for the entire APAC region. The learnings we generate here directly inform our strategy across Asia.
3. Your products are now available exclusively at FairPrice, FairPrice Xtra and FairPrice Finest. Do you plan to expand into other retail chains in Singapore?
Yes, we plan to go nationwide into other supermarket chains in Singapore eventually.
4. What retail market share are you aiming to achieve in Singapore over the next 2–3 years?
Over the next 2–3 years, we are focused on growing responsibly with our customers, bringing innovative, sustainable, and high-quality retail experiences to Singapore.
5. Among the four new products — Original Fries, Grill Fries, Ziggy Fries and Potato Dippers — which do you consider the most promising for Southeast Asian consumers?
These four fries are already proven performers in our Europe retail range, and we selected them specifically because they map to how consumers here like to eat and cook at home, rather than introducing completely new, untested cuts. Each style is designed to deliver crispy perfection every time and to play a distinct role in different usage occasions and meal types.
Among them, Potato Dippers™ and Grill Fries are especially exciting for Southeast Asia, where consumers love bold flavours, sauces and sharing formats. Potato Dippers have a unique scoop shape that’s perfect for dipping and sharing, making them ideal for loaded fries and social snacking. Grill fries have bold crinkle grooves and are perfectly seasoned with salt & pepper, that offers an unbeatable irresistible crunch with a subtle pepper kick.
At the same time, we know many consumers still reach for a familiar, versatile fry. Original Fries offer a classic skin-on cut with authentic potato flavour, making them the “everyday chip” that works across Western and Asian dishes alike. Ziggy Fries™ that has a zig zag shape with deeper grooves that offer an unbeatable crunch.
6. Your Stealth™ technology allows fries to stay crispy for up to twice as long. How are consumers reacting to this innovation?
Our Stealth™ batter technology creates a clear coating that keeps fries crispy twice as long as uncoated fries. Paired with distinctive cuts such as Ziggy Fries™ and Potato Dippers™, it delivers consistent crispiness in both air fryers and ovens.
At Lamb Weston, we aim to make it easy for people to enjoy crispy, restaurant-quality fries at home. We want everyone to know that not all fries are created equal, and through continuous innovation, we ensure every bite delivers the quality and enjoyment consumers expect.
7. How well are your products adapted to the fast-growing trend of home cooking, especially the widespread use of air fryers?
Our retail fries were engineered specifically for how people cook at home today. We see a clear shift toward healthier, at-home eating, with high penetration of ovens and air fryers in markets like Singapore and designed the coating and cuts with that in mind.
Our fries combined with our Stealth™ batter that locks in crispiness for up to twice as long as regular fries, the result is a fry that’s healthier, highly convenient, and truly built for air fryers and ovens, without asking consumers to compromise on indulgence.
8. All products are Halal-certified, vegan and gluten-free. Was this a requirement for entering the Singapore market?
While Singapore doesn’t require products to be Halal-certified, vegan, or gluten-free, we pursued these standards because they align with our mission to create innovative, inclusive, and sustainable products that everyone can trust and enjoy.
9. Lamb Weston emphasizes sustainability through packaging made with at least 60% bio-renewable polyethylene from used cooking oil. What impact do you expect this packaging approach to have?
Globally, Lamb Weston has set targets to halve food waste and reduce carbon emissions by 25% by 2033.
Our new retail packs are 20% thinner and contain at least 60% bio-renewable polyethylene made from used cooking oil, cutting their carbon footprint by around 30% compared to conventional packaging.
This initiative supports the company’s global sustainability targets to halve food waste and reduce carbon emissions by 25% by 2033.
10. Your global sustainability goals include reducing carbon emissions by 25% and cutting food waste by 50% by 2033. How will your Asia manufacturing operations contribute to achieving these targets?
Our plants are actively implementing measures to support our global sustainability goals. Through energy-efficient processes, smarter production planning, and waste reduction initiatives, we’re working to reduce carbon emissions and minimize food waste, helping us achieve our Global targets by 2033.
11. The launch campaign includes the Fry Clip fridge magnet. What other marketing or promotional activities are planned for this retail rollout?
In Singapore, we’re running an intensive in-store sampling program across FairPrice outlets.
We’ve been doing a lot of product sampling in stores across the supermarkets so shoppers can experience the taste and texture for themselves, typically prepared in air fryers to mirror home cooking.
The Fry Clip fridge magnet is part of that strategy our promotion activity where shoppers can redeem a Lamb Weston Fry Clip Fridge Magnet with any two-pack purchase during sampling events, adding a fun, functional reminder of the brand at home. We’ve also introduced a launch offer at FairPrice – a special introductory price of SGD 6.15 (usual price SGD 6.65) to lower the barrier for first-time trial.
Follow us on our social media https://www.facebook.com/lambwestonsg/ and Instagram (https://www.instagram.com/lambweston.spore/) to know the latest promotion. More exciting coming up, do stay tuned.
12. How do you assess the growth potential of frozen potato products in Southeast Asia in the coming years?
According to Indexbox Study, the Asian frozen potato market is projected to grow at a compound annual growth rate (CAGR) of +0.6%, ultimately reaching 17 million tons by 2035. This growth is driven by the expansion of fast-food chains and QSRs, the rising popularity of Western-styled foods, the rapid development of modern retail channels, and increasing disposable incomes. As consumer lifestyles evolve, there is a clear shift towards convenience and ready-to-eat products.
To meet these emerging needs, Lamb Weston continues to build on 75 years of advancing fry technology – from developing new fry cut styles and proprietary batter coatings to pioneering next-generation processing capabilities. These innovations position us strongly to support future demand.
In Asia, one of the world’s fastest-growing foodservice markets, we are leveraging our trusted quality and industry-leading innovation to shape the future of frozen potatoes. We remain committed to serving major QSRs, retailers, and foodservice operators with products that meet the region’s evolving tastes and expectations.
13. What innovations does Lamb Weston plan to introduce to the retail segment in 2026?
Innovation remains at the core, with new fry cuts and formats designed to elevate mealtime and support operators in delivering consistent, high-quality fries to their customers. Currently in the pipeline, we are planning to introduce exciting fry cuts and flavours to add to the retail range.
14. How has your extensive experience working with global foodservice chains helped you create products tailored for home consumers?
We started by speaking to our existing QSR and foodservice partners in the region about what their consumers expect from great fries – texture, hold time, flavour, and versatility. Those insights fed directly into our choice of cuts, coatings, and even pack sizes when we started creating the retail range.
Our foodservice background also means we are obsessive about performance. In restaurants, fries must stay crispy through delivery and extended hold times, constraints that home consumers increasingly share, especially when entertaining. Our proprietary coatings, signature cuts, and research and development are designed to maintain crispiness and quality during delivery and extended hold times. We’ve carried that same standard into the retail range, making sure it works just as well from a home freezer to the dining table.
15. What are the next steps in expanding Lamb Weston’s presence across Asia? Which countries might be next after Singapore?
Singapore is our first retail entry in Southeast Asia. It’s a launchpad for wider Asia, and we are planning to roll out targeted retail range across more markets in the region.
