Fresh Choice Disrupts the Market with Value, Innovation and Freshness

Fresh Choice is the comprehensive and dynamic Kitchenware Category management solution for the retailers globally.

Expertly curated is a range spanning over 400 SKUs in 9 different categories of which there are over 40 products unique to the brand which offer innovation, value and multipurpose.  We continue to develop products that offer a wonderful consumer experience and leave them wanting more.

Fresh Choice is your one stop solution for the Kitchenware category and can maximise your profit opportunities through expert category management solutions, seasonal programs, and digital support.

Born from over 60 years of being the Supplier of Choice
for today’s Retail Market Leaders

Fresh Choice is a Brand from Abdoolally Ebrahim Housewares Limited (AEH) whose roots in business span for over 180 years.

After pioneering the Kitchenware industry in Hong Kong in 1961, the company has gone on to be recognised as a supplier of choice for its excellence in delivering price and quality to market leaders.

Today it is recognised as a leading design and development house, innovating and creating product for Brands that are top sellers in major retailers globally.

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Service to Grocery
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In growing range
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Unique Innovations
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Doors Served Globally

Design and Development of Unique Product Core to the Brands Value Proposition

Backed by a robust innovation process that has consistently produced Best Sellers for brands and retailers worldwide, Fresh Choice leverages a unique design and development process of AEH.

Over 40 products (and growing) in Fresh Choice have followed a robust design process from studying pain points in consumer experience to engineering, costing, and developing a product that gives so much value to the consumer. Brands continually crave for more and we are now on a mission to bring it directly to consumers with our retail and distributor partners.

All our unique innovations are Branded Fresh Choice Plus which is an engine that is guaranteed to fuel profitability, volume and value for a retailer and distributor.

We aspire to be the go to brand for mass market retailers worldwide and deliver value, innovation and a fresh look that reenergises the category.

We will delight our trade partners with adaptable category management solutions, offering innovative and essential products with value.

Our Brand Pillars Guide Our Service to You

The brand is built on 5 core pillars that enable us to deliver a world class experience and set us apart for our trade partners and consumers.


Over 40 Unique Products in a growing innovation range.


Over 400 products at value for the mass market segment.


A 6th generation business that has ‘innovated since 1842’.


We are large enough to deliver and small enough to care.


We build tailored solutions for each customer to succeed.