S'pore catering group Neo Group buys PrimaDeli, declares 'new era' for bakery franchise

Singapore's pioneering bakery franchise PrimaDeli will be starting a new chapter under a new owner.

Catering giant Neo Group has bought over the chain's business operations from Prima Food for an undisclosed sum, the Business Times (BT) reported.

Neo Group did not acquire any shares from Prima Food.

PrimaDeli, launched in 1992, is Singapore's first home-grown franchise and longest-running food franchise. It has about 45 outlets across the country.

Neo Group, also established in 1992, operates over 30 brands. They include caterers Neo Garden and Orange Clove, and fishball manufacturer DoDo.

With the transition, PrimaDeli will be fully run by Neo Group Bakery, a newly formed business entity under Neo Group.

The outlets will continue to operate under the PrimaDeli brand, according to BT.

Neo Group said in a Jun. 10 press release that it would ensure operational continuity by retaining the employees and franchise partnerships of PrimaDeli.

PrimaDeli's signatures, such as its chicken pies, pandan chiffon cakes, and festive celebration cakes, will remain at the heart of the brand.

As for the changes, the group promised "exciting enhancements that blend tradition with innovation".

In a joint statement on Jun. 10, Neo Group and PrimaDeli described the leadership change as marking "a new era of growth and innovation" for the franchise.

"We believe Neo Group Bakery is well-positioned to elevate PrimaDeli to greater heights while preserving its legacy as Singapore’s pioneering bakery franchise brand," said the general manager of PrimaDeli, George Lim.

Top image from PrimaDeli's Facebook