Paris Baguette's Paran Label wins over Singapore, eyes global push

Paris Baguette announced Wednesday that it has entered the global market by rolling out its health-focused bakery brand Paran Label across all of its Singapore stores.

Paran Label is a health bakery brand Paris Baguette launched domestically in February last year. The company introduced it overseas for the first time in February at its Paragon location in Singapore, and after a pilot period expanded sales to all 28 of its Singapore stores. The current lineup consists of seven items — five bread varieties and two sandwiches.

In the 30 days following the full-store rollout, average sales in the bread category rose 57 percent compared with the May-to-July average before the expansion. The sandwich and salad category grew 10 percent. Top-selling products included the smoked salmon ricotta sandwich, the roasted chicken ricotta sandwich and a multigrain rye bread.

Paris Baguette also completed halal certification from MUIS, the Islamic Religious Council of Singapore, for all 28 of its Singapore stores this year, applying halal standards across all products handled and prepared at the locations.

The stores use the hangul brand name "Paran Label" as-is in Singapore. The company is also running its "ANNYEONG" campaign across Southeast Asia to introduce K-food and K-bakery culture to the region.

"Paran Label, whose product competitiveness has been proven in Korea, is generating strong responses from Singapore consumers and creating new demand in the local health bakery market," a Paris Baguette official said. "We plan to expand sales to other markets, including the United States, and develop Paran Label into a global health bakery brand."

Meanwhile, Paran Label has surpassed cumulative sales of 34 million units in South Korea since its launch. The brand recently added five new health-oriented bread products made with ingredients such as buckwheat, rice and rye.