The birth of Prima Taste was the result of a courageous belief in the popularity of Singapore food, the passion to deliver authentic easy-to-prepare Singapore cuisine without compromise, the spirit of innovation to venture where none have gone before and the drive to overcome difficult challenges.
Passionate about food, Primus Cheng (Chairman and Chief Executive Officer of Prima Ltd) was concerned that the food he knew and loved would disappear in another generation or two due to busier lives and changing life aspiration of hawkers and their children. In 1998, long before anyone else, Primus saw the need to preserve and make Singapore cuisine accessible and convenient to Singaporeans and people all over the world.
Primus was unwavering in his passion and commitment to ensure that his food creations was authentic as the hotly sought after favourites from the best-selling stalls across Singapore. Primus and his team worked meticulously to unravel the hidden culinary secrets behind popular Singapore hawker dishes and to find a way to replicate them faithfully.
OUR BRAND PROMISE
Singapore flavours made with traditional recipes and loved by generations
An all-in-one complete meal that is quick and simple to prepare
Cooked from scratch using natural and premium ingredients. Satisfies the most discerning palate
Gives great enjoyment - the more you eat the more you like
ONLY THE BEST INGREDIENTS
The best ingredients were sourced from villages in the southern island archipelago across to the northern mountainous region of Asia to bring the rich distinctive taste of Prima Taste creations to life.
UNCOMPROMISING COMMITMENT TO DELIVER AUTHENTICITY
Before releasing a Prima Taste creation into the market, the products are subjected to the taste buds of two blind taste panels: one made up of the management team and one made up of 50 to 100 consumers. It was back to the drawing board if the product failed a like-for-like comparison with the original best tasting hawker dish.
Custom-made food preparation appliances were fabricated to achieve the unique characteristic flavour of “Wok Hei” (Asian stir-fry over very high heat) and other Asian cooking methods.
THE CHOICE OF SINGAPOREANS
Today, the distinctive rich flavours of Prima Taste gourmet creations like Laksa, Nonya curry and Chili Crab are loved by Singaporeans and people the world over. It is sold in more than 40 countries, and is the “must have” product for any Singaporean who is out of the country for an extended period.
It is also the “genie in a pouch” for the domestic goddess who is assured of healthy quality ingredients in a convenient all-in-one pack.
Prima Taste's unwavering passion and uncompromising commitment has made it synonymous with convenient great tasting healthy Singapore food.