SINGAPORE — Phoon Huat, a homegrown firm that has been selling baking ingredients such as pie fillings since 1947, is seeking a buyer, said people with knowledge of the matter yesterday.

The company has sent out preliminary information to potential bidders and asked for first-round bids next month, the sources said. The Wong family that controls Phoon Huat is seeking about S$250 million from the sale, which includes the firm’s real estate, one of the sources said, asking not to be identified.

Led by managing director Wong Chen Liong, Phoon Huat provides ingredients under brands such as Red Man to restaurants and hotels. It also runs 11 retail stores across Singapore selling supplies such as cookie sheets and offers classes for amateur bakers.

The sale has drawn interest from private equity firms and overseas companies, one of the sources said. A representative for Phoon Huat did not immediately respond to an email seeking comment. BLOOMBERG