Super Group's net profit jumped 29% to to S$82.6m

But here's why it's not resting on its laurels just yet.

Super Group Ltd announced a 29% surge in net profit to S$82.6m for the year ended 31 December 2012. Revenue rallied 18% YoY to S$519.3m compared to S$441.0m for FY11, driven by higher Branded Consumer and Food Ingredients sales. 

This is another year of record achievements for the Group following FY2011’s record revenue and profit.  Gross profit margin rises to 35% for FY12 from 32% for FY11 as a result of operational efficiencies and effective cost management despite higher proportion of Food Ingredients sales which carry a lower gross profit margin. 

As part of the Group’s global rebranding initiative, the Group unveiled its new logo and identity on 10 January 2013 at a private event organised for its business partners.

The rebranding exercise is intended to align the Group’s brand identity across product and geographical lines, creating a consistent brand personality that resonates well with its loyal consumer base.

Super’s rejuvenated brand is carefully calibrated to help the Group to better manage its portfolio of products, enhance its global presence, and elevate its position as a leading brand in Southeast Asia markets.  

To promote the new identity, Super will be rolling out campaigns in Singapore, Malaysia and China in 2013, starting with a campaign to introduce the new logo and packaging.

Together with the refreshed look, Super has also consolidated its product lines and will add new variants to its line-up in order to better reflect the changing tastes of its consumers.