Magazines Archives - 2009 October

Royce’ opens largest outlet at Ion Orchard
Story 11 - Food Biz Asia

Hokkaido-based chocolate confectioner, Royce’ Confect Co Ltd, has unveiled its largest store at Ion Orchard mall in July. Adopting a minimalist look as well as optimal refrigeration conditions for the chocolates, the 700sqf boutique is the company’s third outlet in the city-state.

Featuring Royce’s trademark product, Royce’ Nama Chocolate, which translates to “fresh, raw or rare” and made from fresh uncooked cream with no milk powder, the outlet also carries over 50 products, including the company’s newest Prafeuille Chocolate range, which is a 3mm strawberry
flavoured chocolate that has a raspberryand- blueberry cream filling. In addition, the outlet plans to offer special coffee brews and chocolate beverages upon approval to do so.

In order to keep the products fresh while allowing accessibility and interaction with customers, the boutique features its first special chiller-display cabinet, which sends chilled air from top
to bottom. In addition, all products come with cooler bags and dry ice to keep the products chilled for up to four hours.

This attention to temperature detail at all times is vital, said Royce’s regional manager, Mikami Masashi. “As no milk powder is used in our chocolate, their shelf life is shorter and thus we need
the right temperature at all times to keep them fresh and good tasting,” he explained.

“Taste is very important to us. A lot of care goes into the production of Royce’ products. We source for the highest quality ingredients around the world to make sure we bring the best
-tasting chocolate to our customers.

We also make sure the pricing is just right. At the end of the day, we do not want to only sell, we want to make our customers happy,” Masashi maintained. The company is organising a lucky draw, where qualifying customers need only spend S$20 (US$14) on Royce’ products to participate. Prizes include
a trip for two to Hokkaido and a visit to the Royce’ factory. The lucky draw is until the end of this month. The company has 12 outlets in Japan and a total of 15 stores in Asia, namely Singapore, Hong Kong, Kuala Lumpur, Bangkok and Manila.

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