May 30th, 2025

Phoon Huat Selects Centric PXM to Streamline Product Information Management (PIM) for Faster Time to Market

75-year-old Singapore-based bakery ingredient company Phoon Huat uses advanced PIM functions for growth, reducing manual data entry and improving accuracy

CAMPBELL, Calif., June 2, 2025 – Centric Software® is pleased to announce that Phoon Huat, a baking ingredients company in Singapore, has selected Centric Software’s Product Experience Management (PXM) solution, Centric PXM™ (formerly Contentserv) to speed time to market by streamlining the product commercialization process and reducing operational inefficiencies. Centric Software provides the most innovative enterprise solutions to plan, formulate, develop, procure, manufacture, market and sell consumer goods products in food & beverage, grocery, fashion and multi-category retail to achieve strategic and operational digital transformation goals.

Founded in 1947 and headquartered in Singapore, Phoon Huat is a leading manufacturer of quality bakery ingredients, raw materials, tools and packaging for the B2B segment serving hospitality and bakery clients, e-commerce, retail with 19 physical outlets and a direct-to-consumer online platform as well as an international exports business spanning multiple Asian markets.

The company was managing complex product data for over 20,000 SKUs. “Our legacy systems were contributing to operational inefficiencies,” explains Swapnil Shah, Head of Consumer Business at Phoon Huat. “Product information like certifications and images, was scattered across multiple platforms and teams, making it difficult to access comprehensive product details quickly. We needed a solution that could centralize product data, streamline processes and enable faster time-to-market while also giving full-scope visibility into product information at our fingertips.”

After a rigorous selection process involving supply chain, product management and marketing teams, Phoon Huat evaluated several Product Information Management (PIM) solutions, with Centric PXM emerging as the clear frontrunner due to several key differentiators. “What set Centric PXM apart was their local presence, responsive support and user-friendly interface plus the ability for us to configure it to our needs,” Shah notes.

The implementation consolidates product information, reduces manual procedures and improves efficiency. Phoon Huat expects to save approximately 90 person-hours monthly and accelerate product listing across various channels. “Centric PXM is an enabler for us to manage sales channels better,” says Shah. “The PIM solution will enable us to list new products for sale faster, prepare for client needs more quickly and manage our extensive product portfolio with ease.”

For other companies considering similar digital transformation initiatives, Shah offers valuable advice, “Focus on understanding how a solution resolves real business challenges, rather than getting caught up in technical specifications. The key is to find a solution that speaks directly to your specific operational needs.”

“Phoon Huat is a forward-thinking food ingredients company embracing digital transformation. Implementing Centric PXM demonstrates a commitment to operational excellence, managing their product portfolio more efficiently, accelerating go-to-market and creating a single source of truth for product information across diverse business channels,” says Chris Groves, CEO of Centric Software. “We’re excited to contribute to Phoon Huat’s growth and unlock new levels of operational agility and market responsiveness.”

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Phoon Huat (www.phoonhuat.com)

Phoon Huat Pte Ltd specialises in the manufacturing and distribution of high-quality baking ingredients, tools, and solutions for food service operators, retail consumers, artisan bakers, and industrial manufacturers. Founded in 1947, the company has established itself as a leading player in Singapore’s baking supply industry.

Operating from a 25,000-square-metre headquarters in Pandan Loop, Singapore, Phoon Huat manages integrated ISO 22000-certified manufacturing, warehousing, and cold chain logistics. With six controlled temperature zones and a dedicated delivery fleet, the company ensures product quality across its distribution to over 5,000 food service clients and 22 retail stores island wide under the RedMan brand.

Phoon Huat leverages a global network of trusted partners to source best-value ingredients from around the world. Its vertically integrated model enables one-stop consolidation, tailored ingredient solutions, and innovative food concepts, empowering chefs and bakers with the resources to achieve consistent, high-quality results.

With a proven operating model and strong domestic market leadership, Phoon Huat is now preparing to expand internationally. Targeting selected growth markets in Asia, the company aims to replicate its unique blend of manufacturing capability, supply chain excellence, and product innovation—while remaining firmly committed to sustainable business practices and long-term stakeholder value.

Centric Software® (centricsoftware.com)

From its headquarters in Silicon Valley, Centric Software provides the market-leading AI-enabled product lifecycle management platform for food & beverage manufacturers, grocery, brands and multi-category retailers. As experts in all fast-moving consumer goods, Centric Software delivers best-of-breed solutions to design, develop, source, comply, buy, make, package, assort, market and sell products. Centric Software solutions optimize the product portfolio, harmonize product offers and streamline product development by speeding time to market and innovation while enhancing quality control and ensuring regulatory compliance.

Centric PLM™ features integrated industry best practices and innovative, AI-enabled capabilities tailored specifically for food and beverage manufacturers, retailers and food service providers. Seamlessly manage the overall product lifecycle, from initial concept and formula development to packaging, quality, supplier collaboration, nutritional labeling, production, SKU rationalization and beyond. Results include up to a 50% improvement in productivity and a 60% decrease in time to market.
Centric Visual Boards™ are a visually oriented product portfolio optimization tool. A singular accessible workspace pulls in real-time data and imagery from multiple business systems. It is a new, visual way of working to ensure robust, consumer-right product offers, dramatically decreasing assortment development cycle time.
Centric PXM™ AI-powered Product Experience Management encompasses PIM, DAM, content syndication and Digital Shelf Analytics (DSA) to optimize the product commercialization lifecycle resulting in a transformed brand experience. Increase sales channels, boost sell through and drive margins.

Centric Software’s market-driven solutions have the highest user adoption rate, customer satisfaction rate and fastest time to value in the industry. Centric Software has received multiple industry awards and recognition, appearing regularly in world-leading analyst reports and research.