Kele’s humble origins began as a bakery in Western Singapore, opened in 1983 by a couple passionate about sharing their pastries. They had but one mission: to bring joy to everyone who tasted their handmade treats. As Kele’s renown grew, so did demand—eventually, the next generation stepped up to help continue the legacy.

Ever since the early days, Kele has always taken pride in crafting its pastries with only the best ingredients: real butter, natural flavours, no preservatives. Our tarts are not just a homage to Singapore’s heritage—they’re a marriage of traditional pastry-making techniques and gift-giving culture with fresh, seasonal flavours.

Pineapples, originally from South America, have a rich history that intertwines with Singapore's past.

Brought to Asia by Portuguese explorers in the 1600s, pineapples quickly became a valuable crop in Malaya. During the early 1900s, Singapore emerged as a hub for the global pineapple canning industry, with vast plantations, particularly in Yishun, owned by pioneers like Lim Nee Soon, known as the 'Pineapple King.'

As pineapples flourished, they became more than just a cash crop—they became a symbol of prosperity, woven into the cultural fabric of the region.

This symbolism carried into local culinary traditions, giving birth to the pineapple tart—a delightful fusion of European buttery pastry and Nyonya-style pineapple jam spiced with local flavours like star anise and cloves.

The tart became a beloved treat, especially during Lunar New Year, symbolising good fortune and wealth, as reflected in the Hokkien term for pineapple, 'ong lai,' meaning 'fortune come'.

Source: National Archives Singapore