New Collaborations by Theobroma and The Soul Company bringing Exquisite Flavours from Singapore to India

New Delhi, 3rd July 2023: Travellers today seek unique culinary experiences and food options when they visit destinations. Singapore, known for its vibrant food culture and delightful fusion of flavors, presents "Taste Obsession" to the Indian audiences. This curated pop-up series, in collaboration with Theobroma and The Soul Company, celebrates the city?s well-known culinary delights and exciting entertainment experiences.

Building on the resounding success of Singapore's ?Taste Obsession? series, Theobroma presents an exclusive curated menu inspired by Singaporean flavours across their outlets in India for a month-long duration starting July 1. Theobroma's Co-founder & Creative Director, Kainaz Messman Harchandrai will be creating Singapore inspired desserts & other favourites including a Tong Heng inspired Egg Tart (with Chef Ana Fong) & others including Pineapple Tarts, Pandan Pain au Chocolat, Sesame Tuiles & Singapore Pandan Cookies. These delectable treats will be added to Theobroma's menu, offering sweet lovers in India the chance to savour the authentic flavours of Singapore.

Kainaz Messman Harchandrai, Co-founder & Creative Director, Theobroma said, "Theobroma is delighted to partner with the Singapore Tourism Board to present the flavours of Singapore through a specially created menu - Singapore Taste Obsession Specials. A delectable range including signature treats like the Tong Heng style Egg Tarts and Singapore Pandan Cookies will be exclusively available at all Theobroma stores from 1st - 31st July 2023. This collaboration is a testament of our commitment to deliver unique culinary experiences, particularly for dessert enthusiasts in the country. And we hope it ignites a flavour revolution that will leave a lasting impression on the Indian audiences.?

In addition to Theobroma's pop-up, The Soul Company is set to bring a wonderful range of Singaporean culinary experiences to India. An exclusive event is scheduled to be held at The Leela Palace in Chennai on the 7th and 8th of July. This special occasion will showcase an exquisite selection of seafood delicacies and signature dishes curated by renowned culinary maestro Hawker Chan, who has been honoured with a Michelin star in the past. This event marks the beginning of many more exciting experiences in store that will captivate taste buds and showcase the vibrant culinary heritage of Singapore.

Diganta Chakraborty, Head of Brand, The Soul Company said, ?The Soul Company bridges Indian food enthusiasts to a world of culinary wonders, including Singapore, renowned for its vibrant food scene. In collaboration with the Singapore Tourism Board, we bring you a delectable blend of cultures. Explore the diverse and vibrant flavors of Singapore, indulge in world-class F&B offerings, and create unforgettable dining experiences. This partnership opens the gateway to expanding horizons and savoring the excellence of Singapore's gastronomy. Let your taste buds embark on a remarkable journey, where cultures intertwine and culinary magic flourishes.?

Speaking about the Taste Obsession, GB Srithar, Regional Director, India, Middle East, South Asia & Africa, Singapore Tourism Board (STB) said, ?As Indian travellers increasingly seek out culinary adventures on their holidays and business trips, Singapore, considered a culinary haven, offers varied and immersive food experiences to satiate their tastebuds. Through our exciting collaborations under our ?Taste Obsession? series, we invite our Indian audiences to explore the city?s vibrant F&B scene. We are happy to collaborate with Theobroma and The Soul Company to present slices of Singapore culinary taste-inspired offerings in India.?


About The Soul Company

The Soul Company is a discovery platform for all things soulful. From events, experiences and concepts across Food and Culture we are in the business of creating memories through ideas designed in collaboration with some of the most exciting names across culture around the world.


About Theobroma

Theobroma started its journey in 2004 in Mumbai as a family run bakery. Over the next nineteen years, the brand built an unparalleled reputation for exceptional products, honest pricing and warm service. The name Theobroma means 'Food of the Gods' in Greek. Today the brand is known for its wide, much sought after product range spanning multiple categories such as brownies, cakes, desserts, cookies & crackers, breads and savouries, as well as its viennoiseries, beverages and unique festive & seasonal offerings. Theobroma has over 140 outlets spread across ten cities ? Mumbai, Pune, Nashik, Delhi NCR, Hyderabad, Chandigarh-Mohali, Bengaluru, Chennai, Mysore & Surat including new format stores like delivery-only ?cloud? outlets. During the pandemic the brand was successful in launching their online brand store as well.


About the Singapore Tourism Board

The Singapore Tourism Board (STB) is the lead development agency for tourism, one of Singapore?s key economic sectors. Together with industry partners and the community, we shape a dynamic Singapore tourism landscape. We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to share and deepen their passions.

User :- Amit Sharma

Email :-amit.sharma@mslgroup.com