Most adults in Singapore take supplements, but few can explain what’s actually inside their daily capsules. With confusing labels, vague marketing, and little transparency around sourcing, the wellness aisle has become one of the most opaque corners of consumer health.

In this episode, the Breakfast Show speaks to Joyce Tan, founder of Needful, about why the supplement category needed rethinking, how she built a brand grounded in radical transparency, and what her journey reveals about consumer trust, product design, and building a business with integrity in a crowded market.

Most adults in Singapore take supplements, but few can explain what&rsquo;s actually inside their daily capsules. With confusing labels, vague marketing, and little transparency around sourcing, the wellness aisle has become one of the most opaque corners of consumer health.
In this episode, the Breakfast Show speaks to Joyce Tan, founder of Needful, about why the supplement category needed rethinking, how she built a brand grounded in radical transparency, and what her journey reveals about consumer trust, product design, and building a business with integrity in a crowded market.

Insightful discussions on the latest market events and the top companies to watch.

Get a head start to your work day with Ryan Huang, Emaad Akhtar and Audrey Siek from 6am to 9am. 

Listen to insightful discussions on the stories and issues that matter the most to you and be apprised of the markets and the companies to watch.

Get a head start to your work day with Ryan Huang, Emaad Akhtar and Audrey Siek from 6am to 9am. 
Listen to insightful discussions on the stories and issues that matter the most to you and be apprised of the markets and the companies to watch.

Breakfast with Ryan Huang, Emaad Akhtar and Audrey Siek

Get a head start on your workday with Ryan Huang, Emaad Akhtar and Audrey Siek from 6 am to 9 am. 

Listen to insightful discussions on the stories and issues that matter the most to you and be apprised of the markets and the companies to watch.

Get a head start on your workday with Ryan Huang, Emaad Akhtar and Audrey Siek from 6 am to 9 am. 
Listen to insightful discussions on the stories and issues that matter the most to you and be apprised of the markets and the companies to watch.