Following the successful launch of its hypermarket in Jurong East in July, supermarket operator Cold Storage has announced its intention to focus on "no frills" supermarkets positioned in the Housing Board heartlands of Singapore.

The company, which controls Jasons Supermarket chain and seven Tops stores, spoke of its ambitious expansion plans at the opening of its 34th Singapore outlet at Raffles City. It revealed that it is currently evaluating three potential sites for the second large hypermarket in its plans.

Cold Storage has got much experience under its management belt in terms of value for money supermarketing and expressed its confidence of success.