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Food & Drink

Toast of the town

— Singapore


In Singapore a battle is taking place – a battle to dominate the toast-and-spread market. And with the formula proving ever-popular at home, it’s big business for the leading brands who have their eyes set on the rest of Asia.

brands, food, market, spread, toast

Let the toast wars begin. In Singapore, this humble snack is dividing loyalties, pitting traditionalists against newcomers and roadside café owners against new chains. Nobody knows who the victor will be.

To understand how such a simple dish could leave so many people feeling burnt, you need a quick lesson in local culinary traditions. Walk down Singapore’s Killiney Road at 07.30 on a weekday and you’ll see labourers, business- types and students standing in line for their morning slice of kaya (coconut jam) toast and a cup of kopi (coffee). Back…


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