Cold Storage enters convenience retail with Esso station rollout in Singapore
Retailer launches the first Cold Storage On The Go store and plans to replace FairPrice convenience outlets across 58 Esso service stations in the country.
Cold Storage has entered the convenience retail segment with the launch of its new Cold Storage On The Go format, beginning a nationwide rollout across Esso service stations in Singapore.
The first store opened at the Esso station on East Coast Road and is part of a partnership with Aster, operator of the brand’s fuel retail network in the country. The initiative will see Cold Storage progressively replace FairPrice convenience stores at all 58 of its locations through 2026.
The new format offers a range of grab-and-go products including ready-to-eat meals, sandwiches, packaged chicken, beverages, fresh fruit, ice cream, bakery items and local snacks such as bao and curry puffs. Meal bundles are priced between $2 and $4, targeting motorists and customers seeking quick and affordable food options.
“Cold Storage On The Go marks a new phase in our long-term growth strategy,” said Lim Boon Cheong, Managing Director of Cold Storage Singapore. He added that the concept extends the company's brand beyond traditional supermarkets while allowing it to serve customers across more consumption occasions during the day.
According to Cold Storage, the Esso rollout represents the first phase of a broader convenience retail expansion strategy. The company plans to open standalone On The Go locations beyond fuel retail sites and is targeting a network of more than 100 stores overall.
