(Picture credits: Kele Singapore)
Location: 2 Smith Street, Singapore 058917
Phone: (+65) 6908 1511
Business Hours: Daily from 1200 to 1900
Established in 1983, KELE started as a humble confectionery serving a selection of traditional festive goodies, including the great pineapple tart! Whether it’s Pineapple Tarts, Cookies, Roll Cake, or other snacks, there is no compromise on using the best ingredients. In their quest to be the Singapore brand for pineapple tarts, KELE has continuously worked on their craft and family recipes. 30 years on, KELE’s pineapple tarts achieved national acclaim and were “Voted Best Pineapple Tarts in Singapore”.
The Product Selection
KELE has a wide range of products for the customers, from traditional pineapple tarts to the often sought-after roll cakes. The bakery strives to create brand new flavours while sticking to its traditional roots. KELE offers a wide array of CNY snacks, including the Pineapple series, the Cookies series, and the Roll cakes series. Baking all year round, KELE is committed to satisfy cravings of their customers with their delicious goodies.
Pineapple tarts are one of the most popular pastries during the festive season of Chinese New Year. Just about every Singaporean and Malaysian recognises the buttery golden crust and pineapple filling/topping combination. KELE’s Pineapple Tarts have been internationally recognised, with their tarts are well sold out months before Lunar New Year. Each batch is lovingly prepared with unsalted SCS butter with the highest quality of pineapple paste.
They offer a varied selection of Pineapple Tarts, from the Traditional Pineapple Tarts and Golden Pineapple Balls. But KELE doesn’t stop there. The bakery also adds a modern twist to Pineapple Tarts such as Matcha Pineapple Tarts, Rose Pineapple Tarts, Sweet Patato Pineapple Tarts, and Golden Cheese Pineapple Balls.
So what makes KELE’s Pineapple Tarts stand out? The Traditional Pineapple Tarts are known for its milky flavour with a latticed buttery shortcrust topped with dense tangy pineapple jam. If you’re a more adventurous foodie, KELE released its special creation the Jade Pineapple Balls. The unique and mouth-watering combination of fragrant pandan, coconut, and pineapple with buttery lightly-salted crust is sure to delight your tastebuds and leave you wanting more.
If you looking for more than traditional CNY snacks and pastries, KELE has their own series of roll cakes released in 2017. Their roll cakes are inspired by the popular Japanese roll cake, roru-keiki. These homemade roll cakes are made with fresh ingredients so each roll contains natural extract! With a mixture of milk, egg, flour, sugar, and KELE’s heavy dose of creativity, KELE’s roll cakes are made of airy dough to ensure that each roll cake comes out soft and fluffy from the oven. Inside each roll has densed yet rich filling, creating a perfect balance of cream and fluffy cake. No need to add any icing!
KELE’s premium Japanese roll cakes are crafted with local and seasonal flavours. Its King of Fruits Roll Cakes include D24 and Mao Shan Wang. Don’t let the dark exterior of the Mao Shan Wang deceive you! These roll cakes’ rich and creamy filling contains genuine durian flesh, perfect for durian lovers impatient for the durian season.
KELE also offers a selection of Premium Flavour Roll Cakes which are the Lychee Martini, Ondeh Ondeh (Yes, like the kueh!), Rum & Raisin, Adzuki Bean with Gula Melaka, and Avocado Macademic Nut.
KELE also explored fusion flavours that you may have never thought of! Customers are spoilt for choice with exclusive flavours like Black Sesame Peanut, Avacado Gula Melaka, Avocado Macedemia, Mango Cream Cheese, Strawberry Cream Cheese, Special Pandan, and Chocolate. With flavours as luscious as KELE’s roll cakes, it may as well be our latest guilty pleasure.
The Pineapple Tarts and Cookie series comes in a light brown copper tin, reminiscent of olden days cookie tins. Colourful designs are added at the bottom of the tin to distinguish the contents with each tin containing approximately 30 pieces of heavenly goodies. Each container also contains the ingredients along with nutrition facts and benefits.
The roll cakes come in packaging just as lovely. Each roll cake is packaged into a rectangular box with sakura flowers embossed – a tribute towards the Japanese origins of the roll cakes. The opening of each box is sealed with a label. To ensure that the soft roll cake does not stick to the surface of its packaging, a thin layer of plastic is wrapped around the roll.
KELE’s Pineapple Tarts and Cookies can last 3 months from the manufacturing date when stored indoors without direct sunlight. All expiry dates are labelled under the tins.
As KELE’s roll cakes do not contain any artificial preservatives or chemicals, it is recommended to consume the roll cakes within the day of purchase. Luckily, they can last 1 month with proper storage in the freezer (-10 degree and below).
To purchase your own pastry goodnesses, you can visit their physical store at VivoCity B2-K10 (10am-10pm daily), Chinatown 2 Smith Street (12pm-7pm daily) and Takashimaya B2 Food Hall (10am-930pm, daily subject to mall changes). KELE also offers delivery services which can reached by ordering through their website.
The following products are available for purchase through KELE’s website. The prices of the Pineapple Tarts are between $32.80 to $35.80 depending on the flavours. KELE also offers a Gift Box for $16.80. Each gift box contains 1 piece of Traditional Pineapple Tart, Golden Pineapple Ball, Rose Pineapple Tart, Sweet Potato Pineapple Tart, Golden Cheese Pineapple Ball, and Jade Pineapple Ball. If you’re looking for a larger range of CNY snacks and cookies, then KELE offers cookies and snacks that typically range from $23.80 to $38.80.
KELE delectable roll cakes ypically range from $10.90 to $15.90. You’re in luck as KELE is offering a promotion of $20 only for 3 Special Flavour Roll Cakes, saving you $12.10. As if the deal couldn’t get any sweeter, each subsequent roll cake purchase is reduced to $6!
Of course there’s no forgetting gifts for your loved ones! KELE has taken care to create stunning gift boxes that are guaranteed to impress your loved ones. Specially curated, each box comes with extravagant KELE goodies and floral arrangements. These Festive Gifitings are Imperial Ruby ($168.80), Royal Opulance ($208.20), Golden Opulence ($208.80), and Spring Medley ($308.80). There is no better way to wish them health and prosperity.