Jenny Bakery Singapore opens Oct 23 in Ang Mo Kio Ave 3

Hong Kong's Jenny Bakery, famed for its rich butter cookies, will be opening its first Singapore outlet at Block 422 Ang Mo Kio Avenue 3 on Friday, Oct 23, 2015.
Hong Kong's Jenny Bakery, famed for its rich butter cookies, will be opening its first Singapore outlet at Block 422 Ang Mo Kio Avenue 3 on Friday, Oct 23, 2015.ST PHOTO: JAMIE KOH

Fans of the famous Jenny Bakery in Hong Kong no longer have to go there to buy tins of its rich butter cookies.

Its Singapore shop opens on Oct 23 at 11am at Block 422 Ang Mo Kio Avenue 3, 01-2534. It is less than a five minute walk from Ang Mo Kio MRT Station, and is located along a row of shops including clinics, a beauty parlour and baking supplies store Phoon Huat.

The shop will sell everything from its butter and coffee cookies, to almond flakes and nougat, packed in the store's signature tins with photos of teddy bears on them.

The opening comes just a month after its booth at Junction 8's Mid-Autumn Festival fair. Two weeks ago, it sold 1,700 tins within 13 hours on Groupon.

Jenny Bakery, which opened in 2005 in Hong Kong's Stanley Street, now has two outlets, in Tsim Sha Tsui and Sheung Wan.

The coveted made-in-Hong Kong cookies are more expensive here.

For example, a large tin of the 4 Mix Butter Cookies cost HKD$130 ($23.35) in Hong Kong. Here, the same tin costs $45. The smaller version costs $25. The 4 Mix is made up of a combination of butter, coffee, shortbread and raisin oat cookies.

Other items available include butter cookies ($48), coffee cookies ($50), almond flakes ($42), and nougat candy (from $10 for seven pieces). Customers can also get the newly-launched Halloween-themed teddy bear tins.

Payment for the cookies is by cash only, like in Hong Kong. The cookies last for one month, and are made without preservatives and genetically modified ingredients.

To manage the potential queues at the store here, Mr Lawrence Lim, 48, the managing director of Jenny Bakery Singapore, will limit purchases to two to four tins a person - subject to availability. A booking system is expected to be implemented by end of next month (Nov) to minimise the queuing process.

On opening a nondescript shop in the heartland, Mr Lim says: "I chose Ang Mo Kio and not Orchard Road because we wanted to start with the heartland. We want Singaporeans to experience the cookies first-hand.

"I can sell at five times the price in Orchard Road but that's not how we work. Profit is never our intention."

Jenny Bakery Singapore opens Oct 23 at Block 422 Ang Mo Kio Avenue 3, 01-2534, from 11am to 8pm (Tuesday to Saturday), and noon to 6pm (Sunday and Public Holiday), closed on Monday, or while stocks last. For more information, go to https://www.facebook.com/JennyBakeryAsia.