Singapore, 10 June 2025 – Neo Group Bakery, a proud member of Neo Group Limited, is pleased to announce the successful transition of PrimaDéli, Singapore’s first and most iconic home-grown bakery franchise, into its expanding portfolio. This strategic move marks a significant milestone as Neo Group Bakery steers PrimaDéli into a new chapter of growth, innovation, and renewed vigour.
As part of this transition, Neo Group Bakery will continue to collaborate closely with existing PrimaDéli franchise partners and ensure operational continuity by retaining the dedicated PrimaDéli employees who have built the brand’s trusted reputation over the past three decades.
“We are honoured to be entrusted with the stewardship of PrimaDéli, a cherished Singaporean brand interwoven into the daily lives and celebrations of generations. With Neo Group’s proven expertise in scaling businesses, our robust infrastructure, and our commitment to innovation, we are confident that we can preserve PrimaDéli’s beloved heritage while propelling it to greater heights,” said Miss Sally Liew, Executive Director of Neo Group Limited.
PrimaDéli’s renowned offerings — from its chicken pies and egg tarts to its signature pandan chiffon cakes and festive celebration cakes — will remain at the heart of its brand promise. Under Neo Group Bakery’s leadership, customers can look forward to exciting enhancements that blend tradition with innovation, offering an elevated experience across all touchpoints.
“This transition is especially meaningful as Singapore approaches its 60th milestone year. PrimaDéli, a beloved home-grown brand, deserves to continue evolving alongside the aspirations of our nation. We are deeply grateful to Prima Food for their exceptional stewardship of PrimaDéli and their invaluable support in ensuring a seamless handover of manpower, knowledge, and resources,” Miss Sally Liew added.
Neo Group Bakery remains committed to honouring the rich legacy of PrimaDéli while infusing new vitality into its journey. Both Neo Group Bakery and Prima Food share the vision that PrimaDéli’s heritage and deep bond with customers and business partners will not only be safeguarded but will flourish under this new partnership.
Together, this collaboration stands as a tribute to Prima Food’s remarkable legacy and a bold step forward as Neo Group Bakery leads PrimaDéli toward a vibrant, exciting future.
