A mixture of Chinese language phrases, “kekou” which means “tasty” and “kuaile” which means “glad”, homegrown pineapple tart model KELE all the time strives to deliver individuals collectively by happiness and its luxurious pastries.
The story behind KELE dates again to 1983, in a small family-run confectionery primarily based in Jurong West that served a choice of conventional delicacies in addition to the model’s signature pineapple tarts.
Beforehand known as the Kele Confectionery, the bakery was run by the dad and mom of Adrian and Gordon Ang. The Ang household had perfected their pineapple tart recipe by collaborating with a specialist chef within the Nineteen Eighties.
Quick ahead to 2012, Adrian took over the household enterprise after finishing his Grasp’s diploma in america, the place he started constructing the corporate’s imaginative and prescient to turn into “Singapore’s model for pineapple tarts.”
Seeing potential within the F&B area on the time, the 46-year-old determined to vary the corporate title to KELE and broaden enterprise operations past the confectionery positioned in Jurong.
Not lengthy after, he was joined by his youthful brother in 2015. Gordon, now 40, left the health trade after greater than a decade to spearhead the rebrand and construct out KELE’s retail operations.
Placing a brand new spin on a conventional model
Commenting on the rebranding, Gordon mentioned the method was no simple feat.
Setting its sights on an island-wide growth meant the corporate needed to create a definite identification for Singaporeans to simply establish the model and stand out from different confectioneries.
That is why the brothers moved away from utilizing the standard red-top plastic containers generally utilized in bakeries. As an alternative, they invested in new, fashionable packaging design to attraction to a youthful demographic.
As well as, the brothers additionally used numerous digital platforms to market their merchandise. “That is to facilitate the rise of e-commerce and broaden our model publicity,” Gordon defined.
KELE’s digital shift was accelerated by the COVID-19 pandemic, as the corporate determined to extend its on-line presence as a result of destructive affect of the Singapore computerized change on its bodily retail shops.
We perceive the significance of maintaining with present developments, akin to leaning in the direction of technological improvements, to make sure that the enterprise can address the fast-paced demand of at the moment’s market.
– Gordon Ang, Director of Gross sales and Advertising and marketing, KELE
In addition to rising KELE’s on-line attain, the brothers additionally wished to problem the social norm of shopping for and freely giving pineapple tarts in Singapore. Served as a conventional snack throughout Chinese language New 12 months (CNY), pineapple tarts are probably the most wanted and are given away solely through the festive interval.
Because of this, KELE desires to remind its clients that pineapples symbolize prosperity and shouldn’t be tied solely to CNY. “Are [pineapple tarts] it must be loved and gifted all 12 months lengthy,” Gordon mentioned.
beneath worldwide focus
The brothers’ laborious work paid off once they noticed an exponential enhance in gross sales, particularly across the festive interval.
Having efficiently opened three retailers since its rebranding, in Takashimaya, VivoCity, and Chinatown, KELE has come far as a confectionery model, attaining a number of milestones alongside its journey.
A few of its most notable milestones embrace being featured within the 2017 Michelin Information and receiving the Made with Ardour badge in 2021. The model has additionally been featured as a Singapore must-see a number of instances on worldwide media web sites, garnering curiosity on a worldwide scale.
Amongst its abroad followers, KELE’s jade pineapple balls are extraordinarily in style attributable to its distinctive pandan taste, which is exclusive to Southeast Asia. In the meantime, in Singapore, its conventional pineapple tarts and golden pineapple balls take the crown.
Regardless of the recognition of its conventional pineapple tarts, KELE frequently innovates with new flavors and provides new baked items to its product line annually to stay related to Singaporeans as their style buds evolve.
KELE additionally strives to leverage model partnerships to extend its attain within the Singapore market.
For this 12 months’s CNY, KELE teamed up with New Moon to create the Ke Le Reunion Yu Sheng Set, to rejoice the return of correct gatherings for the reason that pandemic and to commemorate KELE’s fortieth anniversary.
Along with its Yu Sheng set, it has additionally launched limited-edition Golden Osmanthus Pineapple Tarts which might be infused with Gryphon Tea Firm’s artisan tea blends.
Wanting in the direction of abroad growth
Whereas KELE has seen large progress since its rebrand, Gordon shared that the corporate is taking a step again this 12 months to “take one other have a look at [its] enterprise operations, hoping to come back again greater and stronger subsequent 12 months.”
Commenting on the meals and beverage trade in Singapore, he added that though it could not appear as profitable because the IT or engineering sectors, KELE desires to spice up the attraction of expertise within the trade and make the dream of additional globalizing the tradition come true. and Singapore’s meals heritage.
Due to this fact, the corporate seeks to broaden into worldwide markets.
We need to be Singapore’s main confectionery memento model for individuals everywhere in the world
Know that Peranakan pineapple tarts are an intangible a part of Singaporean tradition and heritage.– Gordon Ang, Director of Gross sales and Advertising and marketing, KELE
Featured Picture Credit score: KELE
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How 2 brothers refreshed their parent’s pineapple tart biz
