From five selected SKUs to meaningful beverage contribution.
A focused range, disciplined launch execution and a clear reading of in-market performance helped U100 establish a productive shelf presence at FairPrice.
The strongest launch is not always the widest. For Wogu Shandong Health Technology’s U100 entry into FairPrice, New Sailing concentrated on five SKUs that could work together as a coherent beverage range and earn repeatable shelf productivity.
The challenge
Imported beverage shelves are crowded. A new range has to earn buyer confidence before it can earn consumer attention: the assortment needs the right flavour balance, pack architecture, documentation, delivery rhythm and in-store presentation.
The New Sailing approach
New Sailing aligned the supplier and retailer around a deliberately limited launch range. The team coordinated product readiness, commercial information, export documentation, supply and in-store follow-through, while using scanned sales performance to understand the contribution of the range after launch.
The result was not just distribution. The five-SKU range sold 5,468 units and represented 56% of New Sailing’s FairPrice beverage volume on the measured year-to-date basis.
What the case demonstrates
Good cross-border product development is a connected operating discipline. Selection, documentation, delivery and shelf execution reinforce one another. When the range is focused and the operating loop stays close to the market, a supplier can learn faster and a retailer can scale with more confidence.
Source note: Unit sales and contribution figures use FairPrice scanned sales data, YTD May 2026. Figures describe New Sailing’s measured FairPrice beverage portfolio and should not be read as total category share.