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Prima Taste

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Prima Taste
200px
Product typeFood
OwnerPrima Food
Countryfounded in Singapore
Introduced1999; 20 years ago (1999) in Singapore, Singapore
TaglineBest Singapore Favourites
Websitewww.primataste.com

Prima Taste (Simplified Chinese: 百胜厨 Bǎishèngchú (means "hundred victory kitchen")), is a Singaporean food and beverage brand managed by Prima Food Pte Ltd, a wholly owned subsidiary of Prima Limited[1]. Prima Food's main business areas are food manufacturing and F&B franchising[2]. The brand is regarded as the mainstay for Singaporean expatriates living abroad, according to Today (Singapore newspaper)[3] and its Laksa sauce kits were recommended by Singaporean chef, Janice Wong, as foodie souvenirs to take home during the 2018 North Korea–United States summit[4].

History[edit | edit source]

Prima Taste launched in 1999[5], and is managed by Prima Food Pte Ltd, a subsidiary of Prima Limited which specializes in flour milling[6][7][8]. Founder, Mr Cheng Tsang Man, beat other foreign investors to clinch the Government of Singapore's project to set up Southeast Asia's first flour mill in 1961[9][10][11].

Worldwide[edit | edit source]

Prima Taste is available in over 40 countries[12][13] including Hong Kong[14].

Products[edit | edit source]

In 2011, Prima Taste launched its Singapore Laksa LaMian, making the brand one of the first to enter the premium instant noodle market, according to The Straits Times[15].

In 2013, Prima Taste Laksa LaMian and Prima Taste Curry LaMian were rated No. 1 and No. 2 instant noodles of all time by The Ramen Rater[16][17]. Prima Taste Chilli Crab was mentioned on the top 8 on the same list, in 2014[18][19]. Prima Taste’s Wholegrain Laksa LaMian was on the top of the list from 2016 to 2018, and this news was widely covered by news media[20][13][21][22][23][24]. Prima Taste also launched new Wholegrain LaMian flavours such as Prawn Soup Wholegrain LaMian[25].

In 2015, Prima Taste launched its Ready Meals[3][26]. Ready Meals feature rice-and-protein dishes that are sealed in reheatable pouches[27].

Restaurants[edit | edit source]

A Prima Taste concept restaurant, serving Prima Taste dishes, was established in Orchard Centrepoint in 2000. The restaurant served dishes such as laksa, prawn mee and Hainanese chicken rice.[28] By 2003, two more restaurants were operational at One Fullerton and The Atrium @ Orchard.[29] A restaurant at Changi Airport Terminal 3 was operational between 2011 and January 2014.[30] At least 8 overseas Prima Taste restaurant franchises were opened between 2003 and 2005, including the first in Jakarta, Indonesia and a flagship in Shanghai, China.[29] At least some of these overseas restaurants have been reported closed as well,[31][32] and the concept restaurants are no longer mentioned on the Prima Taste corporate website.[5]

References[edit | edit source]

  1. "Company Overview of Prima Food Pte Ltd". Bloomberg.com. Retrieved 2018-07-31.
  2. Ong, Ye Kung. "Speech by Mr Ong Ye Kung, Deputy Secretary General at the National Day Observance Ceremony at Prima Pte Ltd, 12 August 2011". NTUC.org. Retrieved 1 August 2018.
  3. 3.0 3.1 Seah, May (5 September 2015). "Prima Taste's ready-meals meant to change perceptions on convenience food". Straits Times. Retrieved 31 July 2018.
  4. Quek, Eunice (10 June 2018). "Singapore, summit city: Local foodies point the way". Straits Times. Retrieved 31 July 2018.
  5. 5.0 5.1 "Prima Taste About Us". primataste.com. Retrieved 1 August 2018.
  6. Wang, Esther Ying Jie. "Prima Limited". Singapore Infopedia. Retrieved 1 August 2018.
  7. "The Taste That's Taking on the World" (PDF). ie.enterprisesg.gov.sg.
  8. "Prima Limited About Us". prima.com.sg. Retrieved 1 August 2018.
  9. Chua, Alvin. "Cheng Tsang Man". Singapore Infopedia. Retrieved 1 August 2018.
  10. Zaccheus, Melody (12 July 2013). "Prima founder 'worked hard, cared for staff'". Asiaone.com.
  11. "$5 million gift from Prima Limited Singapore and well-wishers boosts Singapore's public universities' research capacities and student programmes". NUS.edu. Retrieved 1 August 2018.
  12. "Primus Cheng". Forbes.com. Retrieved 1 August 2018.
  13. 13.0 13.1 Lam, Lydia (17 April 2018). "Prima Taste Singapore Laksa tops Ramen Rater's list for the 3rd year in a row". Straits Times.
  14. Tan, Chee-Beng (2011). Chinese Food and Foodways in Southeast Asia and Beyond. NUS Press. p. 233. ISBN 9789971695484. Retrieved 1 August 2018.
  15. Quek, Eunice (25 May 2014). "Instant gratification". Straits Times.
  16. Greenwood, Veronique (27 July 2016). "The Comfort Food That Took Over the World". BBC. Retrieved 1 August 2018.
  17. "Top Ten Instant Noodles 2013 - The Ramen Rater". TheRamenRater.com. Retrieved 31 July 2018.
  18. "The Ramen Rater's Top Ten Instant Noodles Of all Time 2014 Edition". TheRamenRater.com. 21 April 2014. Retrieved 31 July 2018.
  19. "Two local brands among the Ramen Rater's Top 10 Instant Noodles of All Time of 2015". The New Paper. 25 April 2015. Retrieved 1 August 2018.
  20. "WATCH: The Ramen Rater lists his top ten Singaporean instant noodles of all time". MSN.com. 18 August 2017. Retrieved 1 August 2018.
  21. Mendoza, Don (20 April 2016). "Instant win: Prima Taste's Laksa Wholegrain LaMian tops The Ramen Rater's list". Today Online. Retrieved 31 July 2018.
  22. "全球最好吃快熟面, 新加坡百盛叻沙再得第一". Lianhe Wanbao. 18 April 2018.
  23. "全球10大快熟面, 百胜厨叻沙再得第一". Shinmin Daily News. 18 April 2018.
  24. Quanlong, Yang (17 April 2018). "快熟面排行榜 新加坡叻沙全麦拉面连续三年夺冠". Lianhe Zaobao. Retrieved 1 August 2018.
  25. Ong, Sor Fern (25 April 2018). "6 new foods coming to a supermarket near you". Straits Times.
  26. Quek, Eunice. "4 NEW READY-TO-EAT INSTANT MEALS THAT REALLY ARE YUMMY". Her World. Retrieved 1 August 2018.
  27. Quek, Eunice (18 October 2015). "Hungry? Just heat up and eat". Straits Times. Retrieved 31 July 2018.
  28. "Prima Opens a True Singapore Restaurant". Prima Group. 2000-06-13. Archived from the original on 2017-06-06. Retrieved 2018-08-10.
  29. 29.0 29.1 "Prima Taste Goes Global". The Prima Group Online. 2003-07-30. Archived from the original on 2016-12-25. Retrieved 2018-08-10.
  30. "Prima Taste Kitchen At Changi Airport Terminal 3". Facebook. Archived from the original on 2018-08-10. Retrieved 2018-08-10.
  31. "Prima Taste USA - CLOSED - North Valley - San Jose, CA". Yelp. Retrieved 2018-08-10.
  32. Kinita. "Prima Taste". YAMU. Retrieved 2018-08-10.


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