The founders, Mr & Mrs Sim, fondly known as Tau Kay & Tau Kay Nio (头家和头家娘) to their loyal customers of almost four decades, displayed the traits of enterprising entrepreneurs even in the 1960’s.
As the pioneer generation, they strived to maximise a niche in the art of sauce-making and creating condiments with authentic flavours and original taste.
我们的创始人 Mr & Mrs Sim、也称为头家和头家娘在这近44 年来, 有着他们的忠实客户。甚至在 1960年代，他们也被称呼为积极进取的企业家。 作为第一代的先驱, 他们的特殊酱料专注于正宗的风味和原味。新顺興从1960年代开始上门促销酱料到今日有着六辆卡车的车队。由始至终，我们依然确保客户的满意度、提供优质的良品。
As with any cuisine, an ardent chef or budding cook will understand the importance of condiments. The dash of flavour that gives the dish a special highlight of dressing and an element of surprise that will differentiate even the simplest of food items.
Till today, Sim Soon Heng is well-known for its willingness to customise and tailor-make its sauce(s) to the requirement of its customers.
At Sim Soon Heng, the repertoire of products cater to four main types of taste sensations: salty, sweet, sour, and umami (savoury).
The staple range of products that reach out to established restaurants and popular hawkers include Light and Dark Soy Sauce（酱青和黑酱油）, Sweet Soya Bean Sauce （甜酱）, Sweet and Sour Plum Sauce （梅酱）, as well as Sesame Oil (芝麻油) and Oyster Sauce (蚝油).
House Blended Spiciness
Being a true-blue Singaporean, Mrs Sim, saw the opportunity to create a house-blended chilli paste which has since become the ‘Hero Product’ at Sim Soon Heng for the last 44 years, when the company became a Private Limited company in 1978.
Mrs Sim experimented with various concoctions of the spicy chilli sauce in the early days, including learning from a grand-master in chilli sauce-making. Today, the array of chilli paste and sauce ranged from Sambal Chilli for Nasi Lemak, Sweetened Chilli Sauce for Dim Sum, to original Chilli paste that can be made into Sambal Oelek, Rempah for Curry and Laksa.