Queues form at BreadTalk for launch of masterpiece premium collection by world bread champion

Crowds gathered at the Tiong Bahru outlet as Chef Chen made a guest appearance with a live demonstration of his award-winning creation, Five Blessings. PHOTO: BREADTALK
2015 Mondial du Pain (World of Bread) champion, Chef Johnny Chen Yung-Hsin (fifth from left), with BreadTalk’s team of R&D chefs at the launch of the new masterpiece premium collection at Tiong Bahru outlet. PHOTO: BREADTALK
Shoppers gathered at the Tiong Bahru outlet to purchase the new collection. PHOTO: BREADTALK

Homegrown international bakery BreadTalk has worked with many acclaimed master chefs to create new recipes that have surprised and delighted customers for over 16 years.

On Sept 30, BreadTalk launched a new premium bread collection in collaboration with award-winning master chef, Chef Johnny Chen Yung-Hsin.

The collection consists of five bread creations. Three of them are award-winning creations that helped Chef Chen win the title of World Bread Champion at the fifth biennial Mondial du Pain (World of Bread). The other two are locally-inspired creations that he created exclusively for Singapore.

  • BreadTalk Instagram Promotion

  • Win a pair of Jetstar air tickets to Taiwan!

    From now till Oct 14, 2016, BreadTalk has teamed up with Jetstar Asia to give one lucky winner a chance to win a pair of flight tickets to Taiwan.

    To enter, upload a postcard perfect picture featuring any of the new breads from the Masterpiece Premium Collection on Instagram, follow & tag @BreadTalkSG and @JetstarAsia and use the hashtag #ikneadaholiday.

  • Submissions end Friday Oct 14.
    T&Cs apply. Check out BreadTalk's Facebook page for more details: http://www.facebook.com/breadtalksingapore/

Long lines formed at BreadTalk stores as shoppers gathered to buy the premium collection. The Tiong Bahru outlet ran out of stock within the first hour of the launch, with over 600 pieces sold.

BreadTalk's ongoing mission to innovate its retail experience

The decision to collaborate with Chef Chen is part of BreadTalk's ongoing mission to innovate and bring quality bread creations to its customers.

Last year, BreadTalk worked with international master chefs and chef consultants to launch a brand new retail concept with a repertoire of over 50 brand new items. Keeping abreast of global trends, natural ingredients were used in the range to meet the needs of today's health-conscious consumers.

BreadTalk's efforts to innovate were recognised at the World Branding Awards 2016, where it won Brand of the Year 2016 and was also named 2016 Asia's Gen Y Top Bakery Brand by Brand Alliance.

With Chef Chen's new portfolio as Chef Consultant on BreadTalk's research and development team, the brand is looking to raise its standards of creativity and innovation further.

Chef Johnny Chen Yung-Hsin, the latest Chef Consultant in the panel of renowned international chef consultants. PHOTO: BREADTALK

"This is exciting, not just for consumers who will get to taste Chef Johnny's award-winning buns and locally-inspired creations, but also for the next generation of bakers who will be inspired by his perseverance and journey in establishing a meaningful career in bakery." said Mr Tan Aik Peng, CEO of BreadTalk's Bakery Division.

Masterpiece Premium Collection - Flavours of Jubilation

The five bread creations are designed to be visually appealing, tasty and nutritious.

Five Blessings, First Love, and Circle of Life are Chef Chen's award-winning bread creations at the 2015 Mondial du Pain competition, where Chef Chen was crowned champion.

SingaShake and Ah Lemak?! are specially created by Chef Chen with distinctly Singaporean flavours and exclusively sold in Singapore.

Flavours of Jubilation

The new masterpiece premium collection, Flavours of Jubilation. PHOTO: BREADTALK
  • Five Blessings symbolises longevity, prosperity and health. Made of red quinoa, flaxseed and red yeast rice, it packs a nutritional punch and is in line with BreadTalk's push to include more natural and nourishing ingredients.
  • First Love is a bo-luo brioche with rose petal blended strawberry jam filling. With its delicate sweetness and floral appearance, Chef Chen designed it to remind consumers of their first love.
  • Circle of Life is a cinnamon bo-luo brioche with longan walnut filling. Life comes full circle with this wholesome bun, with a dusting of crunchy roasted pistachio over sweet longan walnut filling.
  • The coconut is reimagined with the SingaShake. Filled with smooth eggless coconut custard and Singaporeans' favourite kaya spread, this tropical shake is a perfect complement to Singapore's sunny weather.
  • Ah Lemak?! is nasi lemak in a bun. The spiciness of ikan bilis and peanut sambal is enriched with melted cheese for a balanced flavour with a twist.

The Masterpiece Premium Collection is now available at 32 BreadTalk stores, and is priced from $2.40 - $8.80.

The Voyage to the World bread sculpture. ST FILE PHOTO

1.2m bread sculpture memorabilia to commemorate launch of new range

On Oct 1, Chef Chen made an appearance at BreadTalk's Tiong Bahru and Paragon outlets to commemorate the launch of the new Flavours of Jubilation masterpiece premium collection.

He also unveiled a 1.2m bread sculpture, The Voyage to the World, at the Paragon outlet.

The sculpture is a personal creation by Chef Chen that symbolises strength, bravery and magnificence, and pays homage to Singapore's transformation from a small fishing village to one of the world's busiest ports today.

With the sculpture, Chef Chen hopes to remind the younger generation of Singapore's history and inspire them to brave future challenges with determination and perseverance.

The bread sculpture will be on display at the Paragon outlet for two weeks.

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