Gardenia toasts SG60 with new bakes and limited-edition plushies

Gardenia Singapore is celebrating the nation’s 60th birthday with new product launches and a wave of nostalgic activations.

The bakery, which started as a small shop in 1978, has since grown into a household name with more than 60 baked goods in its range. To mark the milestone, Gardenia has introduced two new products, the thick toast brioche loaf, made with eggs and Hokkaido butter, and the chocolate royale loaf, featuring dark chocolate chips.

The brand has also rolled out a special video featuring its bread mascot travelling across Singapore, highlighting local flavours and landmarks.

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In addition, consumers can get their hands on a set of three limited-edition mascot keychain plushies through a social media giveaway, with 60 sets up for grabs.

As part of the celebrations, Gardenia is also offering 60 cents off its pandan coconut with 'gula melaka' ('palm sugar') loaf and pandan 'gula melaka' cream roll for a limited period.

“As we mark Singapore’s 60th birthday, we wanted to do more than just celebrate. Our SG60 campaign, together with the launch of our new products, hopes to connect consumers with what Gardenia has always stood for: cherished memories, quality you can trust, and innovation that evolves with our consumers’ taste”, said Cynthia Samboo, managing director of Gardenia Foods (S) Pte Ltd.

Gardenia joins a growing list of brands putting their own spin on SG60. Mamee Monster is blending nostalgia with local cool under its “Mamee & me: Our SG60 story” campaign, repositioning the snack as a multigenerational touchpoint with new packaging and collaborations with local names Musoka Club and Smashed.

UNIQLO has partnered with heritage breakfast chain Ya Kun Kaya Toast for a limited-edition UTme! T-shirt collection. The six designs pay tribute to Ya Kun’s 80-year legacy and Singapore’s kopi and teh culture, with three inspired by its original Far East Square store and three showcasing local coffee shop lingo under its “Order coffee like a pro” concept.

Meanwhile, TikTok is putting local flavours and homegrown creators at the heart of its biggest Singapore push yet. Its year-long SG60 campaign blends food, digital storytelling, and community-led commerce, anchored on three pillars: culture, community, and commerce.

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