In the late ’80s, when no company had as yet introduced coffee in Singapore as instant beverage, Dvid Teo decided to provide the solution with sachet packs. “The big boys thought we were crazy,” shares Teo, “after all we didn’t know how to control moisture and quality.”

Sponsorship of Lucky Nite with Jack Neo, a big name in the entertainment industry back then, proved to be the company’s stepping stone. From a modest S$500,000 earning, it took off to S$3 million almost overnight. With that came several successes.

The first company to have a coffee plant in Singapore listed on the Singapore Exchange in 1994, a year after it was accorded pioneer status for its cereal flakes by the Economic Development Board. This was followed by more pioneer status for its coffee in 1998 and non-dairy creamer in 2003. From production of coffee and other beverages, Super also expanded the range in several ways.