The proprietary B2B ingredient. A direct wheat replacement with half the carbs and six times the fibre — and the highest-potential revenue line in the portfolio.
UPGRAIN® flour is the ingredient behind every product. It is available for F&B operators to use in their own kitchens and for food manufacturers to incorporate into their own branded product lines. This is where UPGRAIN®’s commercial ceiling sits — and where the B2B infrastructure investment has the highest return.
Why the flour is the most important commercial product in the portfolio.
Drop-in replacement. No kitchen adaptation.
UPGRAIN® flour performs identically to wheat flour in taste, texture, and baking behaviour. There is no recipe development required for the operator. The entire adoption barrier is the decision to switch — not the execution of the switch.
- 37g carbs per 100g vs 72g in standard wheat.
- 33g fibre per 100g vs 3g in standard wheat.
- 100% natural plant-based ingredients. No preservatives.
- Validated across breads, noodles, pastries, bakes, and pasta.
The highest-margin, highest-volume B2B opportunity.
Supplying flour to a food manufacturer or institutional caterer creates a recurring volume relationship that scales beyond what finished product distribution can achieve. One manufacturer relationship can represent the equivalent of hundreds of D2C orders per month. This is the revenue model that grows the business, not the consumer brand.
UPGRAIN® flour is available for B2B purchase today. There is no dedicated landing page, no technical data sheet in a publicly accessible format, no OEM-specific pricing, and no pipeline for manufacturer conversations. The highest-potential revenue line has the least developed commercial infrastructure.
Who buys UPGRAIN® flour, and what they need.
Kitchen application. Menu development.
Restaurants, cafés, and F&B groups using UPGRAIN® flour in their own kitchens to produce better-for-you versions of existing menu items. Need: sampling kit, operational brief, volume pricing.
OEM application. Branded product lines.
FMCG and food production companies incorporating UPGRAIN® flour into their own branded products. Need: technical specification, volume pricing, supplier documentation, exclusivity terms.
International distribution. Market access.
Companies distributing food products regionally who want to add a better-for-you carb ingredient to their portfolio. Need: export documentation, MOQ, and international pricing structure.
A dedicated flour B2B landing page with a clear separation from the finished product catalogue. A technical data sheet. An OEM pathway with volume pricing. A CRM to track manufacturer and operator conversations. These are the infrastructure items that unlock the flour channel’s commercial potential.
The numbers that define UPGRAIN® flour’s competitive position.
These are the figures operators and manufacturers need before committing to an ingredient switch. All data sourced from UPGRAIN® product specification and verified against USDA reference values.
| Nutrient (per 100g) | UPGRAIN® Flour | Standard Wheat | Change |
|---|---|---|---|
| Total Carbohydrates | 37g | 72g | −49% |
| Dietary Fibre | 33g | 3g | +1,000% |
| Net Carbohydrates | ~4g | ~69g | −94% |
| Preservatives | None | Varies by brand | Clean label |
| Ingredient source | Natural plant fibres | Wheat grain | Plant-based |
| Taste & texture match | Identical | — | Drop-in ready |
What each buyer type needs before they commit.
Different B2B buyer types require different information, documentation, and sales motions. The table below maps what each segment needs — and what UPGRAIN® currently has or needs to build.
| Buyer Type | Decision Criteria | Documentation Needed | What UPGRAIN® Has | What Needs Building |
|---|---|---|---|---|
| F&B Operator Restaurant, café, hotel |
Taste parity, ease of switch, menu positioning benefit, cost vs standard flour | Sampling kit, nutritional data sheet, operator brief, pricing schedule | Sampling capability, nutritional data | Structured kit, pricing doc, case studies |
| Food Manufacturer FMCG, OEM |
Technical spec, volume pricing, supply reliability, exclusivity terms, regulatory compliance | Full technical specification, MOQ, volume pricing tiers, supplier certification | Product specification | OEM pack, volume pricing, certifications |
| Institutional Catering Hospital, corporate, club |
Clinical nutrition data, supply volume, procurement process compliance, cost per portion | Clinical fibre/carb data, dietitian brief, procurement-compatible pricing, references | Nutritional data, Tanglin Club reference | Dietitian brief, procurement format, hospital ref |
| Food Exporter Regional distributor |
Export certification, shelf life, MOQ, regional pricing, exclusivity | Export documentation, regulatory compliance per market, logistics specs | Singapore-made product | Export docs, regional pricing, compliance pack |
Every B2B buyer type has a specific set of documentation requirements before committing to an ingredient switch. UPGRAIN® currently has the product but not the documentation. Building the operator brief, OEM pack, and dietitian brief is Phase 1 execution — it removes the most common friction point in the B2B sales conversation before it arises.