Our Story 1/4
The Pineapple Travels
Originally from South America, the ananas comosus, aka “pineapple”, was discovered in 1493 by Italian explorer Christopher Columbus. The origins of the fruit’s common name can be traced back to Columbus’ observation of its scaly exterior, which is said to bear a resemblance to pine cones. Fascinated by the delicious fruit, Columbus brought it back to Europe, where it gained the interest of European travellers and were distributed in the 16th and 17th centuries to various parts of the world.
In the late 19th century, pineapple plantations in Malaya thrived, so much that the fruit had to be canned to preserve it. Singapore then began exporting canned pineapples where she became a major player in the global pineapple-canning industry!
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Tart In The Oven
Amidst the abundance of pineapples, the pineapple tart was born!
The melting pot of cultures in Singapore then gave rise to a tart of Portuguese-influenced soft buttery pastry base, and a Nonya-style pineapple jam of local spices like star anise, cloves and cinnamon.
Today, it is a popular festive snack in Singapore across many cultures.
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KELE: Beginnings & Philosophy
In 1983, KELE started a humble confectionery serving a selection of traditional festive goodies, including the great pineapple tart!
We took the utmost care in hand-crafting the pastries with one philosophy in mind: Quality.
Whether it's Pineapple Tarts, Cookies, Mooncakes or other snacks, there is absolutely no compromise on using the best ingredients.
In our quest to be the Singapore brand for pineapple tarts, we continuously worked on our craft and family recipe. We even created new flavours to add to our selection.
30 years on, KELE’s pineapple tarts achieved acclaim and were “Voted Best Pineapple Tarts in Singapore”. We are now synonymous with Pineapple Tarts where every year our tarts are well sold out months before Lunar New Year.
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Our Customer, Our Friend
We could not have built our legacy without the invaluable contribution beyond our kitchen.
The high quality of our pastries is made possible with feedback from our very loyal customers. Customers who have become our friends.
It is these friendships that keep us humble and happy to pay it forward with our delicious Gifts of Prosperity.
Curious about our award-winning pineapple tarts? Wondering about the taste of these sweet Gifts of Prosperity?
KELE welcomes you to our store to find out more. You just might find the perfect pineapple pastry as a meaningful gift to your loved ones, or yourself!
Pineapple Series
Cookies Series
Festive Giftings
Workshop
Happenings


Career
TOGETHER AT KELE
1.
Senior HR and Administrative Executive (Full-Time)
In this HR position, you will be the chief point of contact for all employee matters. This is an extremely hands-on role that will entail a spectrum of responsibilities. From taking on an HR advisor role to managing day-to-day administrative operations, a strategic mind is key to perfectly complement the requirement of this role. You will work alongside the marketing and business development team to help attract, recruit and retain the best talents we need. We are looking for a candidate who possesses deep HR knowledge and can apply it to ensure that roles, responsibilities and culture is in line with Kele’s business objective. Sounds like you? Drop us your resume at career@kele.sg and share with us why you think you are the perfect fit!
This role will require you to commute to Kele’s HQ at Jurong.
Work location: Jurong
Experience required: 4 years, preferably in an SME environment
Employment type: Full-time
Vacancies available: 1
Experience required: 4 years, preferably in an SME environment
Employment type: Full-time
Vacancies available: 1
2.
Central Kitchen Packer and Logistic Support (Part time - Fast hire!)
As a central kitchen packer, you will have an opportunity to witness Kele’s signature Lunar New Year Pineapple Tarts & other confectioneries come to life. You need to ensure that all goods are undamaged during the packing process. This role is available from December 2020 to February 2021 (up to 6 days a week) with high hourly pay and flexible working hours. Feel free drop us an e-mail with your resume at career@kele.sg if you want to be part of Team Kele!
This role will require you to possess a Basic Food Hygiene Cert and commute to Kele’s HQ at Jurong.
Work location: Jurong
Experience required: NIL
Employment type: Contract/Part-time
Vacancies available: 6
Experience required: NIL
Employment type: Contract/Part-time
Vacancies available: 6
3.
Pastry Crew (Part-time - Fast hire!)
You will be responsible for Kele’s confectionery operations. This role will require you to maintain quality assurance across all Kele’s products and support the pastry team throughout the entire baking process. Have a great smile and positive learning attitude? Let’s meet! This role is available from December 2020 to February 2021 (up to 6 days a week) with high hourly pay and flexible working hours. Feel free drop us an e-mail with your resume at career@kele.sg if you want to be part of Team Kele!
This role will require you to possess a Basic Food Hygiene Cert and commute to Kele’s HQ at Jurong.
Work location: Jurong
Experience required: Customer relations experience preferred
Employment type: Part-time
Vacancies available: 2
Experience required: Customer relations experience preferred
Employment type: Part-time
Vacancies available: 2
4.
Customer Relations Officer (Part-time - Fast hire!)
In this position, you will be the face of Kele and work directly with customers to answer any queries that they may have. You will provide general customer support and assist in the processing all festive orders. Fluency in English and Mandarin is a huge plus (to facilitate communication and concerns from English and Mandarin speaking buyers). If you have a dynamic and cheerful personality, we want you! Share with us your resume and why you think you are a great fit for this role at career@kele.sg.
This role will require you to commute to Kele’s HQ at Jurong from December 2020 to February 2021, up to 6 days a week.
Work location: Jurong
Experience required: Customer relations experience preferred
Employment type: Contract/Part-time
Vacancies available: 1
Experience required: Customer relations experience preferred
Employment type: Contract/Part-time
Vacancies available: 1
LET’S TALK!
We are always happy to receive feedback, suggestions and requests for collaborations! Do allow us some time to get back to you.
Thank you! You have submitted your enquiry to us. We will get back to you as soon as possible.
Locate Us
CENTRAL KITCHEN/MAIN OFFICE
Business Hours: Mon-Sat 10am-5pm
Landline: (+65) 6560 1249
Strictly by appointment only, we do not accept walk-ins due to hygiene and safety reasons
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