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Kele Roll Cake
Kele Roll Cake
Kele Roll Cake
Kele Roll Cake

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Kele Roll Cake
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Premium Flavour Roll Cake Series

Special Flavour Roll Cake Series

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Our Story

Our Story

KELE (pronounced as Kerh-Lerh) is an iconic Singapore confectionery brand rooted in nearly 40 years of pastry-making. Since 1983, we have always taken the liberty to craft our premium confectioneries with an infusion of local and seasonal flavours to bring forth the beauty of Singapore’s vibrant food culture. After decades of perfecting our bakes, we gave Kele a facelift in 2017 and re-introduced our signature confectioneries as Kele Pineapple Tarts. In 2021, Kele acquired the prestigious 'Made With Passion' label from the Singapore Tourism Board, cementing its status as a brand representative of the values of a good Singapore brand. Kele is no stranger to Singaporeans. Established in Jurong West as a family confectionery shop since 1983, their pineapple tarts and roll cakes have been loved and devoured by generations of Singaporeans. Today, Kele strives towards a regional expansion with extensive growth plans to fully maximize our growth potential.

WHY PINEAPPLE TART

In Hokkien and Cantonese, pineapple is called ‘ong lai’, which literally means ‘fortune come’. The naturally golden pineapple fruit was seen as a symbol of wealth and prosperity, used in Chinese rituals like rolling it into a new house to welcome riches into the home. Pineapple tarts also became ubiquitous during the Lunar New Year as it gained popularity as an auspicious gift for family and friends.

QUALITY MADE

Pineapple tart is a small, bite-size tart filled or topped with pineapple jam, These pineapple tarts have an ultra buttery, melt-in-the-mouth pastry crumb that gives way to a sweet and tangy, delicious pastries. kele has been dedicated to baking these traditional pastries with time-honoured methods and the finest ingredients—without preservatives, additives or artificial colouring.

General FAQs

Kele is not halal-certified but they do not use any pork-based ingredients in the production. Allergens to take note:

  • Most of the confectioneries contain dairy, egg & gluten. Some selections contain nuts and crustacean too.

  • Should you have any allergies concerns pertaining to the above-mentioned, Kele do not recommend you consuming any of their confectioneries as they are produced within the same facility.

  • Most of the confectioneries are vegetarians-friendly except Chicken Floss Rolls & Shrimp Rolls. However, as most of the products contain butter and eggs, it is not recommended for customers with vegan-diet.

Products can last 3 months from the manufacturing date when stored indoors without direct sunlight. All expiry dates are reflected under the package. Kele do not use any artificial preservatives or chemicals in all their products.

Are Kele’s Roll Cakes suitable for vegetarians or vegan?

Most of our confectioneries are vegetarian-friendly except Mango Cream Cheese & Strawberry Cream Cheese, which contain gelatine. However, as most of our products contain butter and eggs, we do not recommend them to customers with vegan-diet.

How long can the Roll Cakes last? What are the recommended storage conditions?

We recommend you to consume our Roll Cakes within the day of purchase. However, they can last up to 1 month in the freezer (min. -10 deg and below) under proper storage conditions.

What is the size of your Roll Cakes?

Each Roll Cake weighs approximately 180g and measures 13cm.

Do your confectioneries contain any preservatives?

We do not use any artificial preservatives or chemicals in all our products.

I would like to do corporate purchase/giftings for multiple locations, who should I contact?

You may email to [email protected] for further assistance.

Delivery & Collection

  • Due to the perishable conditions of our fresh products, we will not leave our products outside of a house unattended due to contamination concerns.

  • We seek your kind understanding for delivery delays due to unexpected situations, traffic or weather conditions up to 1 hour outside the stated 4-hour delivery window. Notwithstanding with this statement, we endeavour to fulfil all deliveries on time.

  • If, for any reason, that the orders are not received, we will rearrange for a redelivery at a charge of SGD$20.00 per additional delivery attempt per address, subjected to delivery availability.

  • In circumstances where customers do not respond to our CS team’s emails regarding redelivery arrangements (if any) within 1 week, we will conclude the order and dispose unclaimed products.

  • We will not be liable or responsible for late/failed deliveries due to incorrect recipient/delivery information provided. All customers are required to take full responsibility for the recipient/delivery information provided to Kele and we strongly encourage you to verify your orders before checking out.