Bakeries Market Growth and Innovation The bakery sector, experiencing a muted reset since the pandemic, is expected to see a rebirth of expansion at more than 6% a year – specifically within Singapore, Malaysia, and Thailand. The opening of bakeries and cafes has been bounteous and increased consumer interests in tasting experiences and lifestyle changes will only add to this excitement. Green House Ingredient Sdn Bhd (Green House), a manufacturer of bakery product development, has been quick to respond to this consumption pattern changing with the launch of its Classic Brown Series in early 2025.
Green House Ingredient Sdn Bhd: Classic Brown Series Interview and Market Insights
Bakeries Market Growth and Innovation
The bakery sector, experiencing a muted reset since the pandemic, is expected to see a rebirth of expansion at more than 6% a year – specifically within Singapore, Malaysia, and Thailand. The opening of bakeries and cafes has been bounteous and increased consumer interests in tasting experiences and lifestyle changes will only add to this excitement. Green House Ingredient Sdn Bhd (Green House), a manufacturer of bakery product development, has been quick to respond to this consumption pattern changing with the launch of its Classic Brown Series in early 2025.
The Classic Brown Series – Launch and Inspiration
When was it launched, and why was it launched?
The Classic Brown Series was able to be launched in early 2025, under greater product obligation to meet growing market needs and demand for deep, brown colour palette flavour varieties which create indulgence and emotional comfort. The Classic Brown Series flavour products are dominated in desserts such as tiramisu, caramel, toffee – yet the flavours create a marketing experience and brand with consumers that surpass food. The easy-to-use format, targeted for bakers, chefs, and eateries (BaResCa), exemplifies Green House’s focus on food product development and trend-led innovation. [1]
Variants in the Classic Brown Series
This series includes seven carefully crafted flavors:
Flavor | Description | Popular Uses |
Chocolate | Rich cocoa notes, classic berry favorite | Cakes, brownies, muffins, Swiss rolls, mochi bread |
Tiramisu | Creamy mascarpone with coffee bitterness | Layered cakes, mousse, chilled desserts, bread fillings |
Speculoos | Spiced caramel biscuit with cinnamon & nutmeg | Cheesecakes, macarons, cookie dough, beverages |
Butterscotch | Creamy, buttery sweetness | Puddings, ice cream, soft cakes, drizzle sauces |
Toffee | Deep caramelized sugar with smokiness | Cookies, loaf cakes, ganache toppings |
Coffee | Aromatic coffee hint | Mocha cakes, coffee buns, frostings, syrups |
Espresso | Bold espresso aroma | Gourmet cakes, ice cream, chocolate fillings |
Speculoos has gained significant traction for unique, adventurous palates and is emerging as the next standout. [2]
Bakery Applications of the Classic Brown Series
- Chocolate: Commonly used in chocolate cakes, brownies, muffins, Swiss rolls, and mochi bread. known for its consistent color and rich flavor.
- Tiramisu: Offers a rich texture of creamy mascarpone and light coffee flavors. Great for tiramisu cakes, mousse, chilled desserts, bread or tart filling.
- Speculoos: Has the flavors of a spiced caramel biscuit, frequently used in cheesecake, macarons, cookie dough, buttercream, and sometimes beverages.
- Butterscotch: A creamy, buttery taste perfect for puddings, ice cream, soft cakes, sauces, and cupcakes that feel nostalgic.
- Toffee: Enjoys deep caramelized flavors with slight smokiness. Good for chewy cookies, again, puddings, loaf cakes, and used as a ganache topping.
- Coffee & Espresso: A good partner to mocha cake, coffee buns, frosting, syrups, gourmet cakes, ice creams, and affogato-type desserts. [3]
Source: Green House Classic Brown Series
Reasons Behind Customer Popularity
The Classic Brown Series harmonizes emotional satisfaction with functional benefits. References to classic desserts are modernized and the emulco format offers consistency, portability, and cost efficiency—a major win for both home bakers and commercial operators seeking accessible, premium flavors in food product development and bakery product development.
Competitive Advantages of the Classic Brown Series
Green House showcases –
- Innovation, stability and versatility – every flavor is indeed a 2-in-1 (color + flavor) emulco.
- Heat Stable – won’t give up their flavor during baking
- Moisture Lock-In – baked products stay soft and fresher longer
- Viscosity Control – easy mixing with minimal separation
- Multi-application – cake, fillings, breads, drinks, toppings, etc.
- Low MOQ customization available with in-house dedication to working clients’ needs through R&D.
Business Development and Innovation in the Emulco Segment
Green House acts as an innovation hub for natural flavors, driving clean-label flavorful dessert innovation and flavor product development. Seasonal, limited-edition flavors such as hibiscus, osmanthus, as well as floral and fruity flavors have arisen in response to the increasingly sophisticated tastes of customers from Southeast Asia.
Green House collaborates with Key Opinion Leaders (KOLs) in both the food community and baking community. These relationships help foster a digital-first marketing and product validation strategy, engaging home bakers, pastry chefs, and cafe entrepreneurs with the emulco flavors to develop examples of real-world use of the product. [4]
The Bakery and Dessert Market in Southeast Asia
The market is expanding rapidly, because of, urbanization, increasing disposable incomes, and the growth of cafe culture and artisinal baking. A growing middle class is looking for premium but accessible desserts at home or away from home through food & beverage operators.
Flourishing bakery product development, inventive flavors, and creative presentations differentiate regional businesses, whether halal-certified bakeries in Malaysia or artisan cafes in Singapore and Thailand.
Green House is strategically placed not as a flavor supplier but as a flavor innovation partner bringing together market trends and product development for both B2B and B2C. [5]
Green House Support for Bakers and Consumers
For B2B Customers
Green House partners with regulatory bodies (BIS), manufacturers, and suppliers to maximize bakery product development efficiency and flexibility. Customizable emulco solutions with lower minimum order quantities work for seasonal or seasonal niche purposes. Heat-stabilized, cost effective emulcos integrate easily into the production process when produced at scale. The Innovation Centre develops recipes, trialing the technical aspects and providing application advice with aims to support 10,000 Southeast Asian businesses.
For B2C users
Green House has increased accessibility by converting professional quality emulcos into affordable 30-gram packs for middle-income weekdays to bake at home, while providing ways to show how creative and easy it can be safe when KOLs highlight the content for medieval-age users on social media. Events such as the #Cakenic cake picnic unite up to 500 bakers per city to share and celebrate successful flavorful dessert innovation. [1]
Summary Table: Classic Brown Series Flavours & Uses
Flavor | Bakery Use | Beverage Use |
Chocolate | Cakes, brownies, muffins, Swiss rolls | – |
Tiramisu | Layered cakes, mousse, chilled desserts | – |
Speculoos | Cheesecakes, macarons, cookie dough, fillings | Dessert beverages |
Butterscotch | Puddings, ice creams, soft cakes, sauces | – |
Toffee | Cookies, loaf cakes, ganache | – |
Coffee | Mocha cakes, coffee buns, frostings | Syrups |
Espresso | Gourmet cakes, ice cream, chocolate fillings | Affogato desserts |
Conclusion
Green House’s Classic Brown Series marries indulgent and rich flavors with functional innovation to meet changing consumer taste and business requirements. The delightful, consistent quality and ease of use supported by its economical emulco format have made it a staple of both commercial and home bakers in Southeast Asia. Thanks to continuous commitment to collaboration and ongoing food product development, bakery product development, and flavorful dessert innovation, the brand’s leadership in the bakery and beverage flavor sector is secure.
Food Research Lab enhances these advances with third-party testing and validation, supporting ingredient safety, quality, and regulatory compliance—pivotal for ongoing flavor product development and market expansion.
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