From PRIME energy drinks to MrBeast’s chocolate bars, SGFR Store brings in cult-favourite international snacks
It’s 5AM on a weekend—and instead of sleeping in, dozens of young Singaporeans are already lining up outside a mall in Yishun.
They’re there for one of SGFR Store’s latest outlet openings.
By sunrise, queues were already snaking through Northpoint City, with the crowd reportedly growing so large that some were asked to leave by security before the mall officially opened.
For most retailers, that kind of turnout is reserved for limited edition launches or concert ticket drops. For SGFR, it’s a recurring phenomenon.
The brand has gone viral multiple times, drawing huge crowds for each store opening and new product launches—and it’s a sign of just how quickly the brand has captured a niche in Singapore’s snack market.
SGFR Store’s founder was just 18 when he started the business
Opened in Mar 2022, SGFR Store brands itself as a “concept candy store.” The business’s focus is on cult favourite goodies among today’s chronically online youth.
Its shelves are stocked with the likes of PRIME energy drinks from influencers Logan Paul and KSI, chocolate bars by YouTuber MrBeast, and Takis tortilla chips in flavours such as ‘Blue Heat’ and ‘Fuego.’ These aren’t just snacks—the influencers behind them have followings bigger than some countries, while Takis taste-test videos rack up millions of views online.
Too niche for mainstream grocery chains like NTUC FairPrice, they find a home at SGFR, catering to young consumers who grew up idolising these online personalities and now seek out their favourite snacks in one place.
Price points vary just as wildly as the products: you can grab Hershey’s Popping Candy for as little as S$1, or splash out on a limited-edition Gold PRIME drink for S$300.
Behind the business is 23-year-old Mohamed Haikkel, whose entrepreneurial streak began early. Before SGFR Store took its current form, it was known as SGFishingRigz, where Haikkel sold fishing kits.
At 16, fresh out of his O-Levels, Haikkel broke his leg in an accident that left him stuck at home. Looking for something to pass the time, he picked up fishing—and quickly spotted a gap in the market.
“When my friends started asking me how to fish, I noticed something. The uncles and aunties at fishing shops only wanted to sell to pros. Nobody wanted to help beginners,” he shared in an interview with Spirit of Enterprise.
So he built what the market didn’t have. Through SGFishingRigz, Haikkel offered beginner-friendly fishing kits that included everything needed to get started, along with QR codes linking to tutorials.
The timing worked in his favour: during the pandemic, when travel was drawn to a halt and people were searching for new hobbies, demand grew. By 2022, at just 18 years old, Haikkel had opened a physical store in Tampines and was running a full-fledged business.
By then, however, with COVID-19 restrictions easing and travel resuming, interest in fishing was tapering off. Despite attempts to revive sales through events and new product launches, the store’s revenue declined sharply.
Amid the downturn, Haikkel spotted a new opportunity. He noticed that customers browsing for fishing gear would often pick up snacks and drinks as well. Influenced by YouTubers showcasing viral American snacks, he began to question why such products were not as easily accessible in Singapore.
That curiosity led Haikkel to import PRIME Hydration, starting with just 10 cartons (or a total of 150 bottles). One TikTok post later, the entire stock sold out in four hours, proving there was a ready market in Singapore for viral, Internet-famous snacks.
Hence, Haikkel pivoted fully from fishing gear to focus on this new venture, marking the start of SGFR Store that same year.
Expanding to nine outlets & launching its own product line
SGFR Store’s early success snowballed quickly. Haikkel brought in other trending brands and expanded to multiple locations, running the business alongside co-owner and longtime friend Lucas Phua.
By Mar 2024, the chain had five stores, collectively generating over six figures in monthly revenue. Today, its store count has nearly doubled to nine.
At first glance, it might seem like SGFR is simply chasing viral trends on TikTok. Some Reddit users have questioned the sustainability of the business model, noting that some outlets appear quiet on certain days.
Haikkel addressed this in a TikTok video. The business doesn’t sell necessities like Watsons, Guardian or NTUC—it is a candy store, hence it “won’t have footfall at every moment.”
Some days are good, some days are bad, and we try doing events and online sales to expand our income streams.
That said, SGFR Store didn’t just want to wait for trends—it aimed to create them. This led to the launch of its first in-house product line. The debut was Quench, billed as the world’s first canned ice cream milk drink, inspired by Singapore’s balang-style pasar malam drinks.
Months of research and development were documented on social media, generating anticipation ahead of launch. The product sold out immediately.
Today, the brand has even expanded to launch snacks like the Cwumble Cwunch, inspired by the viral Kunafe Dubai Chocolate. When shipment delays threatened supply, Haikkel and his small team improvised, working tirelessly for five days to recreate the recipe in-house. Today, Cwumble Cwunch remains one of SGFR’s signature products.
SGFR Store aims to grow beyond Singapore’s shores
SGFR Store’s expanding product line and growing number of outlets are fuelled by its loyal following, something Haikkel has emphasised repeatedly in interviews and on social media.
Influencers like Logan Paul and KSI shaped his approach—it’s not about fame, but about interacting with your audience and keeping them invested with fun, engaging content, he shared in the Spirit of Enterprise interview.
Every month, SGFR Store does something for its community, even if it comes at a cost. During streamer IShowSpeed’s Sept 2024 visit to Singapore, Haikkel gifted him an iPhone 16 Pro Max and a One Piece figure when the streamer dropped by the Arab Street outlet.
On another occasion, the business gave out 400 bottles of PRIME to a local mosque. “This is the stuff that people really remember. This creates a personal connection between us and the viewers each time,” he told Rice Media.
Beyond giveaways, SGFR Store regularly hosts meet-and-greets with fans and content creators like Luqmaan Hakiim, who joined Haikkel and Lucas as a co-owner.
Unlike most retail owners, the SGFR team is treated almost like celebrities—at store launches, fans line up for autographs and selfies, a clear reflection of the brand’s cultural influence among young Singaporeans.
Building on this momentum, SGFR Store aims to expand to 15 outlets by 2026 and set its sights on overseas markets by 2027. “None of this would have been possible without our customers,” said Haikkel. “From day one, they weren’t just buying snacks—they were part of this journey with us.”
- Find out more about SGFR Store here.
- Read other articles we’ve written on Singaporean businesses here.
Featured Image Credit: SGFR Store/ acstitude via Instagram