Among its numerous awards and accolades, New Moon has been identified as the Number 1 Best Selling Abalone brand in Singapore by research giant, Nielsen, with more than 65% market share. New Moon has also been awarded the Singapore Prestige Brand Award - Heritage Brand Award by the Association of Small and Medium Enterprises in recognition of its rich brand heritage and identity as well as its strong brand presence and performance.​
New Moon offers a variety of its flagship product, Abalone, from various regions around the world to cater to the various taste profiles and texture preferences of its discerning customers. The exquisite Mexico abalone instantly adds prestige to any meal.
Endeavours to maintain its position as the Number 1 best Selling Abalone brand in Singapore and aims to expand its distribution network globally. The brand aspires to be the foremost choice for astute consumers worldwide.
New Moon has accompanied Singaporeans from all walks of life since its introduction in 1959.
Today, New Moon is a brand well-known throughout Singapore and Asia Pacific. Synonymous with Chinese New Year and joyous occasions, if you peek inside a Singaporean household window and see a family feast, you would probably find New Moon somewhere on the table.
Established in 1959, New Moon quickly became a well-known abalone brand, gaining popularity through word-of-mouth of its consumers.
Through the years of dedication to quality, New Moon has built a strong foundation of assurance of product quality to the consumers, who have trusted New Moon to be a form of gift, to transcend the message ‘A Taste of Love’ to their loved ones.
It was also in this period which foresaw a wave of memorable advertisements on local newspapers and television commercials. While these ads gave the brand significant exposure, it was ultimately the ongoing trust and loyalty of its customers that made New Moon the brand it is today.
Around 1992, the elder Mr. Goh retired and handed over the business to the next generation. They spearheaded the transition from a traditional commodity trader to a diverse, multi-products company with regional presence.
Numerous award-winning premium grocery-line products were launched – Bird Nest (2004), Essence of Chicken (2005), Premium Fragrant Rice (2006) and Edible Oils and Sauces (2007)
Its accelerating growth however, is not without setbacks. New Moon has barely weathered through the 1997 Asian Financial Crisis and 2003 SARS Epidemic. Fortuitously, Goh Joo Hin Pte Ltd posted a higher sales volume post-crisis, thanks to strong branding activities and our customers’ unwavering support during the festive seasons.
The dedication and efforts towards brand building and has reaped its rewards, with Nielsen accrediting New Moon Abalone as the No. 1 Best-Selling Abalone Brand in Singapore from 1999 – 2011.
To keep up with the evolving lifestyle trends of Singaporeans who now seeks convenience and easy-to-prepare options than ever before, New Moon introduced the Chilled and Frozen range of products (2010) and Pastes (2011). The brand has also moved into the digital space (newmoon.com.sg) and online marketplaces to bring greater convenience and accessibility to the end consumer.
New Moon acknowledges its responsibility to the customer and to the environment it sourced the ingredients from. By offering Healthier Choice food options, customers can be assured that New Moon products are better for their diet as compared to others in the market. As a good environmental steward adhering to industry practices and standards, New Moon aims to source its essential ingredients from sustainable, socially-responsible suppliers.
While New Moon changes with the times, the underlying principle of consistently serving our customers with quality products still remains intact. Armed with a reliable management culture, stringent quality control, new and innovative products, coupled with more than half a century-long brand reputation, New Moon has achieved unanimous recognition and won numerous prestigious awards.

A Singapore multi-award winning premium food &amp; beverage brand. New Moon endeavours to expand its reach to discerning consumers globally with a distribution network spanning various countries.

New Moon

New Mon Bird’s Nest Beverage With Rock Sugar 120ml 

New Moon @ Lazada

New Moon Abalone Sauce 510gm

New Moon @ Shopee

New Moon Australia Abalone 10~12s 80gm

New Moon Australia Abalone 425gm

New Moon Australia Abalone 4-7s 425gm

New Moon Bak Kut Teh Herbal 40gm

New Moon Bak Kut Teh Traditional 30gm

New Moon Black Pepper Spices 120gm

New Moon Braised South Africa Abalone 10-12s 400gm

New Moon Braised South Africa Abalone 2s 425gm

New Moon Braised South Africa Abalone 4-5s 400gm

New Moon Braised South Africa Abalone 4-6s 400gm

New Moon Braised South Africa Abalone 7-10s 400gm

New Moon Braised South Africa Abalone 8-9s 400gm

New Moon Braised South Africa Abalone 8s 400gm

New Moon Buddha Jump Over The Wall Without Shark's Fin 400gm

New Moon Chicken Curry Paste 120gm

New Moon Everyday Collagen Drink with Birds Nest and Honey 6x250gm

New Moon Fish Maw Soup 400gm

New Moon Hainanese Chicken Rice Paste 120gm

New Moon Imperial Braised Abalone 10s 425gm

New Moon Jack Mackerel in Tomato Sauce 425gm

New Moon King Top Shell in Braised Chunks 425gm

New Moon King Top Shell in Braised Slices 425gm

New Moon King Top Shell in Brine 425gm

New Moon Limpets 425gm

New Moon Mexico Abalone 454gm

New Moon New Zealand Abalone 425gm

New Moon Pacific Clam 125gm

New Moon Pacific Clam 425gm

New Moon Malaysia Price, 2022

Shop over 44 products from New Moon!

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