Racheal Lee
Aug 30, 2013

F&N Creameries launches new brand for ice cream delivery

SINGAPORE - Food and beverage company Fraser and Neave (F&N) has launched a new ice cream brand, entitled The Inspired Chef, to provide a first-of-its-kind ice cream delivery service to consumers.

F&N Creameries launches new brand for ice cream delivery

The homegrown brand brings together four chefs, namely Daniel Tay from Bakerzin, KK Pang from Antoinette, Janice Wong from 2am:dessert bar and Willin Low from Wild Rocket to develop a premium and innovative experience for consumers by creating a selection of ice cream flavours.

The concept came about through F&N’s recognition of the growing demand for artisanal ice cream in Singapore. The company found out from its research that Singapore consumers often worry about having to rush to their destination right after purchasing ice cream in fear that it will melt.

While The Inspired Chef doesn’t have any direct competitors, Jeffery Ng, business development manager at F&N Creameries Singapore, told Campaign Asia-Pacific that the new brand fundamentally targets all ice cream lovers who have a penchant for unique flavours.

“At the same time, we also seek to cater to consumers who require the ease and convenience of having ice cream delivered right to their doorsteps, saving them the hassle of having to keep their desserts fresh and frozen on the way home,” he added.

The business is built around an e-commerce platform. Orders are packed into pint boxes and delivered to consumers’ doorstep with metal spoons and serviettes.

“In addition, prior to the official launch of The Inspired Chef this week, we also engaged key online influencers to review the ice cream and hold a reader's contest on their respective blogs––all in a bid to drum up awareness and buzz around the brand pre-launch,” he said.

The Inspired Chef will also partner with other local chefs in the near future, with the aim of creating a wider range of extraordinary flavours that will raise the culinary bar in Singapore.

A total of four flavours will be introduced for a start, including Tay’s divine chocolate tart, Pang’s raspberry cheesecake rumble, Wong’s popcorn caramel avalanche as well as Low’s double peanut fudge.

As part of The Inspired Chef initiative, the ice cream creations will also be made available as dessert offerings at the chef’s respective restaurants and cafes in mid-September. A new range of creations will be introduced in the coming months.

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