We understand that customers have high expectations on product price, selection, quality, design and even packaging. That is why, aside from sourcing local and imported products, we also develop our own branded products to look after the different needs of our customers. At Wellcome, we are always developing new products to enrich our offers to customers.
No Frills
Wellcome launched its first corporate brand “No Frills” in 1985, offering customers over 300 quality everyday products at unmatched low prices.
Besides offering basic grocery items, No Frills, with its signature clean and straightforward packaging, offers a diverse range of products, which include rice, snacks, canned seafood, canned fruits and frozen foods, pet food, and even health and baby products.
First Choice
Wellcome established its second international exclusive corporate brand, First Choice, in 1998, and it has grown to cover an extensive product range of over 1,000 items. With prices at 20-30% less than comparable international brands, it is a well-known brand in Hong Kong.
First Choice, with its signature bright packaging, is constantly adding new products to its range, constantly offering new surprises and selection for customers.
Yu Pin King
Developed in 2006, it is Wellcome's exclusive local Chinese food corporate brand. Offering premium Chinese food and ingredients, this brand incorporates traditional Chinese elements from its packaging design to its product range.
Yu Pin King first launched its cooking oil in the market, and later added Thailand rice and noodles to its product range. In two years, it has extended its brand to include sauces and canned seafood products.
Currently, it has a range of 130 products, which include signature items such as topshell slice in abalone sauce, abalone, bird's nest, microwavable rice boxes, as well as nutritious rice for the health-conscious shopper.
