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Hi, we’re Plain Vanilla.

Founded in 2011 at a small take-away spot in Singapore Holland Village, we started out with a simple, earnest ambition to share the contentment of a good old-fashioned cake with our neighbours. 10 years, 6 stores and a 100-strong team later, so much has changed and yet, the ‘why’ behind what keeps us going every day hasn’t.

For the past ten years, the stories we’ve heard and lessons we’ve learnt have anchored our belief that a well-lived life is made of simple pleasures; while they often go unnoticed amidst busy routines, they are truly the most satisfying. What joy our lives would be if we savoured these everyday moments! The thoughtfulness behind the food we serve, the homewares on our shelves, the design of our stores and the words we speak are guided by our purpose: To make life’s simple pleasures aspirational and accessible.

Discover our brand truths

Simple food done consistently well

In a world of trend-driven menus and the noise of the perfectly edited life, we wanted to go back to basics and cook like our mums and grandmothers used to – time-honoured comfort food and nostalgic bakes, simple in construction and handcrafted in small quantities using fresh produce, real wholesome ingredients and no artificial preservatives.

Read our food philosophy

A food and living brand

From a humble bakery, we are grateful to be a food and living brand today offering hearty food offerings, comforting bakes, carefully-curated serveware, heartfelt service and the attention to detail with stores online and across six locations: Tiong Bahru, Telok Ayer, ION Orchard, Cluny Court, Neil Road and East Coast. 

Visit our stores
meet the founder