Gardenia (brand)

Gardenia is a brand of pre-packaged bread products in a number of Asian countries. It is the market leader for pre-packaged bread products in Malaysia, Singapore and the Philippines and is produced by QAF Limited. [http://www.qaf.com.sg/ourbiz/bakery.asp QAF Limited :: Our Businesses :: Bakery ] ] Their slogan is "So good... you can even eat it on its own."

History

The first Gardenia bakery was started in 1969 by American Horatio 'Sye' Slocumm who was sent by the International Executive Service Corporation to East Malaysia. [http://www.gardenia.com.my/aboutus.html Gardenia Bakeries (KL) Sdn Bhd ] ] In 1978, Slocumm expanded to Singapore opening a small in-store bakery in Bukit Timah Plaza. A commercial bakery was started in 1983. Within two years, it was the most popular bread brand in Singapore. [http://www.gardenia.com.sg/about_history.aspx Gardenia: So Good ... You Can Even Eat It On Its Own ] ] In 1986, the Malaysian branch opened its first bakery in West Malaysia, located in Kuala Lumpur. Within four years, Gardenia became the most well recognised and market leader in Malaysia. [ [http://www.nst.com.my/Current_News/NST/Sunday/Focus/20070804174447/Article/index_html The New Straits Times Online ] ] Gardenia expanded to Thailand in 1987, to India and China in 1996 and to the Philippines in 1997. [http://www.gardenia.com.ph/about.php Gardenia Bakeries Philippines Inc. - About Us ] ]

On January 7, 2008, Gardenia Bakeries (Philippines) Inc. announced plans to invest P 700 million ($1 = P 41) as expansion - with initial P 100 million for its loaf and pan de sal lines. [ [http://www.manilastandardtoday.com/?page=business4_jan8_2008 manilastandardtoday.com, Gardenia Bakeries bullish, weighs P700-m expansion] ]

References