SOFTHAUS — Janice Wong Singapore's newest concept — Where ice cream dreams come true

posted on 12 Aug 2021

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SINGAPORE, 12 August 2021 — The wild and whimsical worlds of ice cream and art collide at Softhaus, dreamed up by Janice Wong, the chef and owner behind the eponymous Janice Wong Singapore brand. A multi-sensory experience driven by the idea of togetherness, Softhaus is a happy place for people — where ice cream is for everyone. The brand will debut at Great World City on 15 August 2021, with expansion plans already in the works.

“After 14 years in business, and pushing ourselves to innovate even as the industry was unsteady, now feels like the right time to introduce a new concept, which in many ways highlights the evolution of the Janice Wong brand,” says Janice. “Supported by our new partners at Vertex Ventures SEA, we have the goal of bringing the Softhaus experience to people all over the world, sharing the joy, one ice cream at a time.”

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Softhaus is anchored by high quality, locally sourced and sustainable ingredients to produce its 16 ice cream flavours, such as tangy Mango Banana Passionfruit, a KETO-friendly Chocolate Sorbet, and Pear Thyme Honey Eucalyptus, which is a wonderfully complex botanical delight. The same attention to detail extends to an array of 20 toppings and inclusions, including freshly baked macarons, crunchy popcorn, and handmade chocolates. Choose to have your custom creation in a waffle cone, cup, or sandwiched between fluffy, rainbow coloured bread — a tribute to the Singapore style of enjoying the treat. A truly inclusive experience, Softhaus includes options of plant-based milk and sugar substitutes in its offerings — ice cream euphoria made for all!

The launch of Softhaus follows a recent financing round led by Vertex Ventures Southeast Asia and India (Vertex Ventures SEA and India) into the Janice Wong Singapore business. In partnership with Vertex Ventures SEA and India, Janice Wong Singapore continues its digital transformation in the F&B scene. True to the Janice Wong Singapore brand, Softhaus has incorporated fun digital motion and animation into its food retail experience.The brand has also developed its very own curated mobile check-out page to keep the lines moving in a more seamless manner.

“Janice Wong Singapore has constantly pushed the boundaries of dessert making through the years. Looking ahead, we are excited to work with Janice and her team to incorporate new technologies and techniques to stay ahead by introducing new confectionery concepts, such as Softhaus, that speak to the new modern age of consumers,” says Chua Joo Hock, Managing Partner of Vertex Ventures SEA and India.

Softhaus Great World City is located on Basement 1, wrapped in pastel pink and cream yellow with splashes of bright red, turquoise and cobalt, the parlour’s interior boasts youthful and upbeat energy, designed to tease the imagination of its visitors.

Softhaus Great World City opens on 15 August 2021 at 10am. Operating hours are daily from 10am to 10pm, at 1 Kim Seng Promenade, #B1-K135 Singapore 237994. To be the first to hear Softhaus news, follow the brand on Instagram at @softhausicecream.



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About Janice Wong

Janice Wong Singapore is a multi-product and multi-channel confectionery brand that creates to inspire where art meets design and design meets art, where one can use their imagination to create, interact and discover. Headquartered in Singapore and helmed by multi award-winning Chef Janice Wong, the team’s never-ending passion for culinary art has propelled the passion to test the limits of dessert making.

Chef Janice Wong started her first dessert restaurant, 2am:dessertbar, in Singapore in 2007. In 2014, the Janice Wong Singapore brand was formally established to market a wide range of confectionery products, including custom chocolate bon bons, cakes and ice-cream.

The Company has kept up with consumer preferences and has increasingly focused leveraging digital channels to engage with its customers in recent years. These digital channels contribute significantly to the retail business today and are expected to be increasingly so moving forward.

Janice Wong Singapore truly embraces food technology and innovation. Chef Janice Wong’s efforts in experimenting with ingredients, cooking techniques and machines led to creations of edible art, 3D printed chocolates and others, which in turn kickstarted a flurry of activities that saw the business expanding to the international stage.

Looking ahead, besides bringing new confectionery concepts to the market, Janice Wong Singapore will continue pushing the boundaries and integrate new food technologies and innovations in the product offerings.

Janice Wong Singapore is currently present in Singapore, Japan and London.

About Softhaus

Softhaus is a multi-sensory ice cream experience for all, created by award-winning pastry chef Janice Wong. Launching in Singapore in August 2021, Softhaus weaves digital motion and animations with ice cream for a whimsical experience like no other. The unique concept offers delectable treats made with high quality, locally-sourced, sustainable ingredients.

For more information, visit https://www.softhaus.online or follow @softhausicecream on Instagram.

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