FEAST MAG | 19 JULY 2023 | UK foodies can enjoy a taste of Singapore’s world-famous Food Festival for the first time thanks to the launch of three extraordinary Singapore-themed recipe kits created by Naksha and the Singapore Tourism Board (STB).
Naksha x STB’s Singapore Collection, inspired by Singapore’s vibrant food culture, is now available in UK stores including Whole Foods Market and Harrods. With recipes designed by Haikal Johari, head chef at Singapore’s Michelin-starred Alma restaurant, the collection shines a spotlight on the Malay, Peranakan and Chinese influences in Singaporean cuisine, helping UK diners recreate the magic of Singapore cooking in their own kitchens. The three kits are:
“Singapore food is a melting pot”, says Chef Haikal Johari. “The three classic recipes included in this collection are much loved in Singapore but not necessarily well known in the wider world. We want to change that. The kits taste delicious and offer an immersive experience which results in an impressive meal”.
Singapore is recognised as a top gastronomic destination with its offering of hawker centres, fine dining, and everything in between. The Singapore Food Festival takes place annually, with this year’s 30 anniversary edition occurring from 19 – 30 July. Highlights include a Festival Village with three new zones – Food Cartel, Sweets Alley and Café Boulevard; island-wide activations like culinary tours, workshops and chef masterclasses; as well as exclusive finds specially created for the event.
For UK foodies unable to travel to Singapore during the festival, Naksha x STB’s recipe kits offer a unique alternative. Containing high-quality specialist ingredients and simple recipe cards, the kits allow home cooks to craft beautiful Singapore-style dishes with no waste, no fuss, and maximum fun and convenience. In addition to recipes designed by Chef Haikal Johari, the packaging boasts original hand-drawn art from acclaimed visual artist Tan Zi Xi, whose whimsical sketches are a love letter to her Singapore home.
Michael Rodriguez, Area Director Northern & Southwestern Europe, Singapore Tourism Board says that STB’s collaboration with Naksha is a fresh approach to popularising Singaporean cuisine. “The Singapore Food Festival is an incredible showcase of our cuisine. Thanks to our partnership with Naksha, foodies here in the UK can now experience it through these premium recipe kits, every detail of which is designed to conjure the spirit of Singapore food culture and encourage people to visit Singapore for themselves”.
Demand for world food in the UK is growing fast, with UK shoppers increasingly seeking cooking inspiration from other parts of the world. Singapore’s action-packed cuisine has huge appeal, and the Naksha x STB ‘Singapore Collection’ blends innovative destination marketing with an experiential retail product.
“The kits make it easy to prepare tasty Singaporean dishes at home”, says Nisha Ramisetty, Naksha’s co-founder. “Singapore food is rich in spices and requires lots of specialist ingredients, so it suits the recipe kit model perfectly. What better way to celebrate the Singapore Food festival than trying out one or more of the dishes”.
Naksha is an award-winning startup whose range also includes kits inspired by countries including Sri Lanka, Turkey, Cuba, Lebanon, Kenya, Jamaica, Mauritius, the UAE and others. The Singapore Collection is available in the UK at Whole Foods Market, Harrods, nakshacollections.com and elsewhere. In the UK, the kits retail for between £6.99-£8.99 and cater to two people.
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