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 1999, 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.
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.
DEDICATED TO HEALTHIER FOOD
Over the years, Prima Taste aimed to create Singapore cuisine that was not only great tasting but also healthier. Prima Taste food products contain no MSG, no artificial colouring or preservatives; sugar, salt and fat are reduced. Other natural ingredients are added to maintain the authentic taste Singapore hawker food in a wholesome way. Wherever possible, whole grain, multigrain or whole wheat flour are used. Basmati Rice, which is low in glycemic index is used in Prima Taste’s Ready meals with added fibre and probiotics. Most Prima Taste products are endorsed by the Health Promotion Board as healthy and low in glycemic index.
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.