Low-GI snacks, lower sodium options, and vitamin-infused beverages were among products showcased by the Taiwan External Trade Development Council (TAITRA) at FHA 2026, held from April 21–24 at Singapore EXPO.
These offerings reflect a growing emphasis on health-forward messaging as Taiwanese brands seek to expand into export markets and the global halal sector.
“Consumers across the world, regardless of race and culture, are very focused on health and wellness. It is a key marketing message that we’re relying on to break into export markets,” said Lee Cheng-Hua, Project Manager for the Strategic Marketing Department at TAITRA’s Taiwan Halal Center.
This has led to brands blending health benefits into product development. K.K. Orchard, for instance, offers sweet potato chips that can be chilled or frozen. It not only offers a novel snacking experience but also lowers the glycaemic index (GI) of the sweet potato chips.
Chilling cooked sweet potatoes significantly lowers their GI as this process converts digestible starch into resistant starch that acts like fibre, aiding blood sugar and weight management.
Lee said that chilling the sweet potato chips up to 15°C is sufficient to achieve a lower GI. According to the National Institutes of Health, while cooling sweet potato after cooking lowers its GI, chilling it to 4°C is the most effective in increasing resistant starch and further reducing GI.
Beyond blood sugar management, brands are also targeting broader health concerns with better-for-you snacks such as olive oil-based popcorn and vegetable crisps.
Other featured products include Hey Song’s sparkling drinks infused with fruit juice and vitamin C, and Taiwan Yes’s Sea Salt sourced from deep Pacific Ocean waters using low-temperature evaporation technology, which helps retain minerals beneficial for health.
Taiwan Yes positions its sea salt as lower in sodium, which may reduce thirst, said Lee.
While health remains a key pillar, Lee said it is crucial to make products relevant to overseas consumers.
Leveraging culture for global reach
Rising numbers of Muslim tourists to Taiwan have created opportunities for halal brands to expand their reach by highlighting local ingredients such as sweet potato, alongside globally familiar snack formats.
Some brands have also opted for contemporary packaging to relate to a younger, international audience.
Lee pointed out a snack firm producing pineapple tarts – a well-known heritage Taiwanese snack – which packages them in both traditional wrappers and modern designs featuring globally recognised cartoon characters.
Such strategies are part of a broader effort to ensure the sustainability of halal food businesses in Taiwan.
“It’s difficult for Taiwanese brands to mass produce halal products because the domestic market is small,” said Lee.
He added that expanding to Singapore first is a strategic step towards furthering Taiwan’s halal products in the global market.
“Singapore has a significant halal consumer base, and the fact that it has a Chinese-majority population is a bonus for Taiwan. Entering a new market that has a similar culture and speaks the same language makes fostering trade relations easier,” Lee explained.
According to TAITRA, there are about 50,000 native Muslims in Taiwan, which is about 0.2% of the overall population. However, with burgeoning tourist numbers, the government saw potential in expanding the halal category overseas.
A study led by Indonesian researchers reported that there were approximately 300,000 Muslims living in Taiwan, including migrant workers and overseas students, in 2022.
This number is expected to grow as Taiwan promotes itself as a Muslim-friendly destination for tourists from Asia Pacific and the Middle East.
The government has actively promoted Taiwan’s halal industry globally, particularly since establishing the Taiwan Halal Center in 2017 to boost exports to Muslim markets.
