The wild and whimsical worlds of ice cream and art collide at Softhaus, dreamed up by Janice Wong, the chef and owner behind the eponymous Janice Wong Singapore brand. A multi-sensory experience driven by the idea of togetherness, Softhaus is a happy place for people — where ice cream is for everyone. The brand will debut at Great World City on 19 August 2021, with expansion plans already in the works.

“After 14 years in business, and pushing ourselves to innovate even as the industry was unsteady, now feels like the right time to introduce a new concept, which in many ways highlights the evolution of the Janice Wong brand,” said Janice. “Supported by our new partners at Vertex Ventures SEA, we have the goal of bringing the Softhaus experience to people all over the world, sharing the joy, one ice cream at a time.”

Softhaus is anchored by high quality, locally sourced and sustainable ingredients to produce its 16 ice cream flavours, such as tangy Mango Banana Passionfruit, a KETO-friendly Chocolate Sorbet, and Pear Thyme Honey Eucalyptus, which is a wonderfully complex botanical delight. The same attention to detail extends to an array of 20 toppings and inclusions, including freshly baked macarons, crunchy popcorn, and handmade chocolates. Choose to have your custom creation in a waffle cone, cup, or sandwiched between fluffy, rainbow coloured bread — a tribute to the Singapore style of enjoying the treat. A truly inclusive experience, Softhaus includes options of plant-based milk and sugar substitutes in its offerings — ice cream euphoria made for all!

The launch of Softhaus follows a recent financing round led by Vertex Ventures Southeast Asia (Vertex Ventures SEA) into the Janice Wong Singapore business. In partnership with Vertex Ventures SEA, Janice Wong Singapore continues its digital transformation in the F&B scene. True to the Janice Wong Singapore brand, Softhaus has incorporated fun digital motion and animation into its food retail experience.The brand has also developed its very own curated mobile check-out page to keep the lines moving in a more seamless manner.

“Janice Wong Singapore has constantly pushed the boundaries of dessert making through the years. Looking ahead, we are excited to work with Janice and her team to incorporate new technologies and techniques to stay ahead by introducing new confectionery concepts, such as Softhaus, that speak to the new modern age of consumers,” says Chua Joo Hock, Managing Partner of Vertex Ventures SEA.

Softhaus Great World City is located on Basement 1, wrapped in pastel pink and cream yellow with splashes of bright red, turquoise and cobalt, the parlour’s interior boasts youthful and upbeat energy, designed to tease the imagination of its visitors.

Softhaus Great World City opens on 19 August 2021. Operating hours are daily from 10am to 10pm, at 1 Kim Seng Promenade, #B1-K135 Singapore 237994. To be the first to hear Softhaus news, follow the brand on Instagram at @softhausicecream or their website https://www.softhaus.online.

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Images: Softhaus