Cold Storage has launched its Cold Storage On The Go 24-hour store which will be located at Esso petrol stations in Singapore, replacing the Fairprice Group’s 58 convenience stores in phases.
Cold Storage has partnered Aster, which operates Esso’s fuel retail network here, to offer convenience meals, bakery products, snacks like bao and curry puffs, and other everyday essentials.
Meal combinations are priced between S$3 and S$5 (US$2.34 – US$3.91), targeting motorists and customers looking for quick and affordable food and beverage options.
The nationwide roll-out marks the first phase of Cold Storage’s broader push into convenience retail. It plans to introduce standalone On The Go outlets islandwide, building a business complementary to its supermarkets.
Cold Storage Singapore Managing Director Lim Boon Cheong said the company is eyeing more than 100 outlets in total, having already secured new sites beyond petrol stations.
Cold Storage On The Go marks a new phase in the company’s long term growth strategy. The move into convenience retail comes after Malaysia supermarket operator Macrovalue acquisition of all 49 Cold Storage stores and 38 Giant stores in Singapore from Hong Kong-based DFI Retail Group in March 2025. Macrovalue Managing Director Gary Yap commented that the move into convenience retail will help Cold Storage to grow in Singapore, as smaller outlets are easier to expand than full-sized supermarkets.
The success of this new format is yet to be seen !
