Swee Heng Group is expanding its new bakery concept, Toast & Roll, with several new outlets opening across Singapore in 2025.
This latest expansion strategy aims to introduce a modern, grab-and-go bakery experience to more locations in Singapore, bringing a fresh concept distinct from Swee Heng’s existing brands like Swee Heng 1989 Classic.
The decision to expand Toast & Roll stems from evolving consumer preferences, particularly a demand for bakery products that are not only high in quality but also lifestyle-oriented and convenient. With a broadened menu focusing on toasts and cake rolls but complemented by croissants, Danish pastries, tarts, and festive exclusives, the brand looks to tap into a growing appetite for artisanal, portable baked goods with a modern twist.
According to a company spokesperson, “Toast & Roll is a strong example of our ability to move beyond traditional formats and launch bold, differentiated concepts that still align with our heritage and quality standards. Its success and expansion reinforce our position as a brand builder with an innovative edge.”
Swee Heng aims to lead and shape the bakery market in Singapore, extending its industry relevance in a very competitive sector.
Established in 1989, Swee Heng Bakery is the pioneer brand under the Swee Heng Group. Over the past 3 decades, it has grown into a familiar household name with over 35 outlets islandwide.
