Potato Business spoke exclusively with Jeevan Dass, Senior Commercial Director for Asia Pacific at Lamb Weston, about the company’s decision to enter the Asian retail market, starting with a high-profile consumer launch in Singapore as it marks its 75th anniversary. The conversation examines how Lamb Weston is translating decades of foodservice expertise into retail-ready frozen potato products tailored to evolving home-cooking habits, including the rapid uptake of air fryers across the region. With Asia representing one of the fastest-growing markets for frozen potatoes, the interview provides insight into why Singapore has been chosen as a strategic testbed, how product innovation and consumer expectations are shaping Lamb Weston’s portfolio, and what this move signals for the future balance between foodservice and retail in the region.

• Lamb Weston is marking its 75th anniversary with a major retail debut in Singapore. How does this launch reflect the company’s broader strategic ambitions in Asia?

Our retail debut in Singapore is a milestone that underscores Lamb Weston’s commitment to shaping the future of frozen potatoes in Asia while recognising a critical shift: Asian consumers increasingly want restaurant-quality experiences at home.

Singapore serves as the ideal launchpad for this expansion. As our regional hub for nearly two decades, we’ve built deep market expertise and trusted relationships with major quick-service restaurants (QSRs) and foodservice operators. Now, we’re leveraging that foundation to introduce our iconic products – Original Fries, Grill Fries, Ziggy Fries™, and Potato Dippers™ – directly to consumer through FairPrice Group.

This launch reflects our broader ambition to strengthen brand visibility, expand beyond foodservice into home-consumer retail, and deliver innovation that resonates with Asia’s dynamic and fast-evolving food landscape.

• What factors influenced the decision to extend Lamb Weston’s presence from foodservice into the home-consumer retail space in Asia?

Consumer behaviour in Asia is shifting rapidly, driven by trends like home dining, convenience, and the rise of air-fryer cooking. We saw an opportunity to leverage our expertise in delivering high-quality fries to QSRs and translate that into retail products that meet modern consumer needs.

Designed for today’s air-fryer and oven lifestyles, our halal, vegan, and gluten-free range fries deliver the crispiness and creativity at the heart of our potato-obsession. With inventive shapes that make meals more fun, we’re bringing our trusted restaurant quality directly to kitchens across Asia.

• How does the Singapore market fit into Lamb Weston’s long-term roadmap for regional expansion and brand visibility?

Singapore is a strategic hub for Lamb Weston in SEA. It’s not only a gateway to the region’s fast-growing foodservice market but also a trendsetter in consumer preferences. A fully integrated operational centre housing sales, marketing, quality assurance, and our innovative culinary test kitchen, this infrastructure enables us to support customers across SEA efficiently while maintaining the quality standards that define Lamb Weston.

By launching retail here, we’re building a strong foundation for regional expansion while reinforcing our commitment to innovation and quality. Singapore’s diverse and discerning consumer base make it an ideal environment to refine our product offerings, test new formats, and gather insights that shape innovation for the entire APAC region. The learnings we generate here directly inform our strategy across Asia.

• Many consumers in Asia now have air fryers at home. How has Lamb Weston adapted its retail cuts and formulations for optimal performance in this format?

GlobalData shows that air fryers are transforming home cooking, with usage expected to rise by up to 9% by 2030 as consumers seek healthier options. Our Stealth™ batter technology creates a clear coating that keeps fries crispy twice as long as uncoated fries. Paired with distinctive cuts such as Ziggy Fries™ and Potato Dippers™, it delivers consistent crispiness in both air fryers and ovens. Our aim is to offer consumers convenient, restaurant-quality fries at home without compromising its taste or texture.

• Could you elaborate on the product development process behind the new cuts and retail-focused SKUs introduced in Singapore?

For 75 years, innovation has been at the heart of our product development. Our founder, Gilbert Lamb, introduced the Water Gun Knife, a breakthrough technology that uses high-velocity water to cut potatoes. This revolutionary approach set the global standard, forming the foundation of our diverse product portfolio today. The new cut styles such as Ziggy™ and Dipping strips, Potato Dippers™ that helps increases the total surface area and crunch that consumers love.

• How does Lamb Weston assess shifting consumer expectations in frozen foods, particularly around health, convenience, and premiumization?

“These three dimensions—health, convenience, and premium quality—are closely interconnected.

Health: All our Singapore retail products are halal, vegan, and gluten-free, catering to consumers with specific dietary needs. Our formulations meet these standards without compromising on taste or texture, demonstrating where innovation truly matters.

Convenience: Modern consumers value solutions that fit seamlessly into their lifestyles. Our retail range is both air-fryer and oven-friendly, and our Stealth™ batter technology ensures consistent, restaurant-quality results regardless of cooking method.

Premium Quality: We are committed to delivering fries that consistently meet our high standards—the perfect crunch, rich potato flavour, and uniformity across every product. Our proprietary coatings and signature fry cuts ensure that crispiness and quality are never compromised.”

• What trends does Lamb Weston anticipate shaping the frozen potato category in Asia over the next three to five years, and how is the company positioning itself in response?

According to Indexbox Study, the Asian frozen potato market is projected to grow at a compound annual growth rate (CAGR) of +0.6%, ultimately reaching 17 million tons by 2035. This growth is driven by the expansion of fast-food chains and QSRs, the rising popularity of Western-styled foods, the rapid development of modern retail channels, and increasing disposable incomes. As consumer lifestyles evolve, there is a clear shift towards convenience and ready-to-eat products.

To meet these emerging needs, Lamb Weston continues to build on 75 years of advancing fry technology – from developing new fry cut styles and proprietary batter coatings to pioneering next-generation processing capabilities. These innovations position us strongly to support future demand.

In Asia, one of the world’s fastest-growing foodservice markets, we are leveraging our trusted quality and industry-leading innovation to shape the future of frozen potatoes. We remain committed to serving major QSRs, retailers, and foodservice operators with products that meet the region’s evolving tastes and expectations.

• Beyond Singapore, are there additional Asia Pacific markets being considered for retail entry, and what criteria guide those decisions?

Lamb Weston plans to expand its Singapore presence across foodservice and retail, bringing restaurant-quality fries directly to consumers.

Innovation remains at the core, with new fry cuts and formats designed to elevate mealtime and support operators in delivering consistent, high-quality fries to their customers.