Chatime and Neelofa get in on brown sugar hype with new soft serve

Chatime has teamed up with Neelofa (pictured) to launch a milk tea flavoured ice cream with brown sugar and pearls. The partnership was announced by Chatime in a Facebook post, which also commented that “Vanilla is so yesterday”.

Besides Chatime, other brands that Neelofa has worked with in the past include Swarovski, Guardian Malaysia, FashionValet and Sometime by Asian Designers. The Neelofa x Chatime Signature comes shortly after Tealive Asia also unveiled its premium milk tea soft serve featuring its signature pearls and brown sugar. Tealive’s soft serve, however, will only be available exclusively at three Tealive outlets – Sri Petaling, The Curve and IOI City Mall.

A+M has reached out to Chatime, Tealive and Neelofa for comment.

Tealive’s parent company, Loob Holding, gave up ownership of the Chatime franchise in 2017 following a dispute with franchisor La Kaffa International over business and operational matters. This caused Loob Holding to launch Tealive. In 2018, the La Kaffa International’s injunction against Loob Holding from running a similar business was granted by the Court of Appeal. Subsequently, Loob Holding shut down rumours of it closing Tealive outlets and said it “will maintain status quo pending further direction from the courts”. Both parties later resolved the matter amicably.