Kele – Pineapple Tarts Forever Singapore
Brothers ADRIAN ANG AND GORDON ANG carry on their 50-year-old family heritage of making pineapple tarts the traditional way with their efforts rewarded with a Michelin star
"We decided to focus on pineapple tarts as our signature product because we felt there was a lack of pastry souvenirs that is representative of Singapore."
Partnership with Sanrio this year has been successful. Left: Hello Kitty Golden Pineapple Balls; Right: Pompompurin Traditional Pineapple Tarts
Kele roots go back to 1983 in the western part of Singapore. Their mission: to bring joy to everyone who tasted their handmade treats
BROTHERS ADRIAN ANG AND GORDON ANG grew up in their modest neighbourhood family bakery, which was started by their parents in 1983. Kele crafted pineapple tarts using traditional methods and a traditional recipe that have stood the test of time. Their mission was to put the pineapple tart as the heartbeat of Singapore icons, the way kueh lapis is of Indonesia, and suncake is of Taiwan.
Adrian and Gordon began building their pineapple tart bakery business based on their philosophy of tradition, while taking steps into modernisation – Kele embraced new branding, packaging, marketing and operations, and the opening of their flagship store in Chinatown on 1st January 2017.
Their vision, effort and hardwork paid off. In 2018, Kele was featured in the Michelin Guide. Soon after, they received the “Made With Passion” brand mark from the Singapore Tourism Board. Last year, Kele was officially recognised as a Singapore Heritage Brand, with emphasis on quality, and the preserving of local culture and heritage.
Kele’s story follows that of the pineapple – a beautiful, sturdy fruit that has deep roots, and is a symbol of wealth, good fortune and abundance in Chinese tradition.
A CHAT WITH THE KELE BROTHERS: Adrian Ang, managing director and co-owner, and Gordon Ang, marketing director and co-owner
"Our aim is to let our audience know more about the significance of pineapple tarts in Singapore’s culture and history. We want to amplify Singapore’s culture and food heritage not only to locals but also to visitors from all over the world."
1.How did you both transform your parents’ Kele bakery into a Michelin-Guide brand and Singapore Heritage Brand focusing on pineapple tarts? Was it a long process?
Adrian and Gordon: It took a lot of sweat and tears over the years. Transforming a traditional bakery into what we are now has already been a decade and more.
We decided to focus on pineapple tarts as our signature product because we felt there was a lack of pastry souvenirs that is representative of Singapore. Both pineapple and pineapple tarts encompass the rich history and culture of Singapore, going back almost a century based on our national archives. As we improve on our product quality and the aesthetics of our packaging, the accolades (Michelin Guide, Made With Passion and numerous media publications) and recognition (Singapore Heritage Brand) started coming our way. We are deeply honoured by this recognition and will continue to work harder to achieve even greater heights.
2.How far back does your pineapple tart recipe go?. What makes a good pineapple tart?
Adrian and Gordon: Our pineapple tart recipe originates from our parents who started Kele 43 years ago. Over the years, we have tweaked and improvised it by incorporating newer and better raw materials from all over the world.
A good pineapple tart is a hypothetical debate. Taste is both objective and subjective – just like Coca Cola, it is the most popular soft drink in the world but not everyone drinks it. We never compromise on the quality ingredients we use. If we feel our products are not up to our standards, we will not push it out to the market.
3.Do you use a lot of social media to connect the traditional pineapple tart to the younger crowd, and also to make the snack popular all year-round?
Adrian and Gordon: Yes, in recent years we have been actively doing marketing campaigns on various social media platforms to reach out to the younger crowd. Our aim is to let our audience know more about the significance of pineapple tarts in Singapore’s culture and history. We want to amplify Singapore’s culture and food heritage not only to locals but also to visitors from all over the world.
Our pineapple tarts come in travel packs where they are individually wrapped, making it convenient for tourists to buy as souvenir gifts all year round.
4.The food business is a tough one to survive. Do you see partnerships, for example with Sanrio, to be a big part of your marketing strategy?
Gordon: Partnerships and brand collaborations are a crucial part of our marketing strategy. With such initiatives, we are able to reach out to customers who may not have come across Kele before.
We started off with Pokemon last year and embarked on Sanrio this year. Both partnerships have been successful.
5.How do you relax after a hard day at work?
Adrian: I like spending time with my family, and indulging in my golf hobby.
Gordon: For me, it is watching a nice movie and gathering with friends over a meal.
Did you know?
Kele pineapple tarts come in travel packs where they are individually wrapped
Kele pineapple tart recipe goes back 43 years ago
The current recipe incorprates good ingredients from all over the world
Kele flagship store is located at 2 Smith Street, in Chinatown
Pineapples were brought to Asia by Portuguese explorers in the 1600s
Story by Carol Kraal. Photographs courtesy of Kele