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20 years ago, we were young bakers, aspiring one day to bring naturally-baked products to everyone. Welcome to Chef Icon. We're a natural bakery, crafting delicious, natural food daily.

ABOUT US


"Let our natural cakes and desserts bring happiness to you, your family and friends."

Chef Icon came into existence in 2008. The company's vision was to present a sincere form of "natural" food, moving away from artificial ingredients to recover a reverence for nature. Carefully refining recipes and baking methods over the years, the company's founders decided to pursue this dream of bringing the benefits of nature baking to everyone.

The character of Chef Icon’s products are their simplicity in appearance yet richness in the results of labour-intensive handmade processes. Depth in taste, aroma and texture are a distinctive feature of Chef Icon’s products, which are anchored in the principles of Avina Neutro.

Today, Chef Icon Nature Bakery offers a wide selection of cakes, bread, desserts, sandwiches and burgers that represent its ideals of simple, natural food with exquisite tastes. The company continues to develop and create new products, with dedication to craft and concern for the well-being of its customers.

For good food that makes people happy,
welcome to Chef Icon Nature Bakery.

AVINA NEUTRO


"We seek a new vision of quality: food that creates positive emotions: happiness, ease, comfort, appreciation."

Our Journey

Some 20 years ago, a teacher introduced us to a seemingly simple, yet profound, concept of Avina Neutro. Avina, he described, comes from Esperanto, an invented world language, translating roughly as "grandmother". It was a fertile metaphor for our young minds, full of subtle meanings: "grand", a call to ancient wisdom; and "mother", our life-giver and origins, a guide for the way things should be.

Food nourishes our earthly bodies and minds, he explained, and is linked to this ancient model of wisdom and care. Over many years, we have searched for a viable, concrete way of living the spirit of Avina Neutro.

Today at Chef Icon Nature Bakery, we do not use any artificial ingredients in our products. Neither do we adopt fanciful designs to entice consumers nor even allow sugar writing on our cakes.

We want to return food to its oldest, simplest origins: made from our hands with sincerity, using only quality natural ingredients that are healthy for everyone.

With sincerity and a craft that has matured with time, we seek a new vision of quality: a quality that appeals to people not from surface packaging or flashy inventions, but food that creates positive emotions: happiness, ease, comfort, appreciation.

It is our sincere hope our customers can experience this direct connection with our food. Let us move into this new space where good food makes people happy.

AVINA NEUTRO


"We seek a new vision of quality: food that creates positive emotions: happiness, ease, comfort, appreciation."

Our Practice

Avina Neutro has evolved into a set of recipes, baking practices and way of life we uphold in our kitchens.

Firstly, Avina Neutro advocates respect for the flavours and “emotions” of ingredients. Chef Icon's baking methods and recipes are crafted to unleash this natural potential. All our products contain no artificial ingredients:

  • No Animal Rennet
  • No Animal Gelatin
  • No Animal Meat
  • No Liquor
  • No Margarine
  • No MSG
  • No Onion & Garlic
  • No Preservatives
  • No Chemical Bread Improvers

Secondly, we choose to present our products simply, with little decoration, to bring the focus back to the quality and taste of our products.

Chef Icon also strives to improve practices across our business to be in harmony with Avina Neutro principles. This is Chef Icon's commitment to our customers, despite the higher costs and labour of adopting high-quality, environmentally-friendly products.

Our kitchens use only 100% biodegradable detergents which are chemical-free and cause no harm to our bodies and environment.

In 2012, Chef Icon implemented biodegradable plastic bags and recyclable paper bags in our stores to encourage customers to re-use and recycle.

MENU


"La Patiserrie Au Naturel"

Our menu is free from animal meat, rennet and gelatin. It's suitable for Vegetarian and Muslim customers.

Only 500g Pure Chocolate Trovana and White New York Cheesecake are available daily in store. Most of our whole cakes require min. 3 days in advance order.

BROWSE OUR MENU »

CHOCOLATE TROVANA


This six-hours labour of love is a tonic for the soul, a tribute to chocolate's abundant passion and joyful energy.

500g Pure Chocolate Trovana is available daily in store. For other flavours and weights, please make your order min. 3 days in advance.

ORDER A CAKE NOW

NEW YORK CHEESECAKE


Only by attending to every detail, can we reach the light, melty texture and perfect crust of our signature New York Cheesecake.

500g White New York Cheesecake is available daily in store. For other flavours and weights, please make your order min. 3 days in advance.

ORDER A CAKE NOW

CHEF ROLL


A delicate blob of fresh cream bursting with the colours of real ingredients. A favourite with young and old.

Available in store daily (selected flavours). For specific flavours, please make your order min. 3 days in advance.

ORDER A CAKE NOW

CHEF PIE


Tradition meet creation, this top notch recipe is baked with all natural ingredients.

Available in store daily (selected flavours). For specific flavours, please make your order min. 3 days in advance.

ORDER A CAKE NOW

BOSTON CHEESECAKE


Every bite of our Boston Cheesecake offers layers of sublime creaminess, at once light, yet wonderfully rich.

Available in store daily (selected flavours). For specific flavours, please make your order min. 3 days in advance.

ORDER A CAKE NOW

AMERICAN CARROT CAKE


We serve this classic dessert with generous slabs of Snow White cream cheese frosting, and a moist, crumbly body of fruits and nuts.

Available in store daily (selected flavours). For specific flavours, please make your order min. 3 days in advance.

ORDER A CAKE NOW

ENGLISH QUEEN CAKE


A solid, moist butter cake with a delicate aftertaste, this dignified treat is reminiscent of the teatime traditions of England.

Available in store daily (selected flavours). For specific flavours, please make your order min. 3 days in advance.

ORDER A CAKE NOW

SCOTTISH SCONES


Served with Chef Icon's luscious homemade clotted cream, this a unique treat not to be missed.

ORDER A CAKE NOW

POPULAR CAKES


Our Italian Gelato Tiramisu, Cheese Brownie, 100% Arabica Coffee, Organic French Tea, Hot Lava Chocolate and more to share.

ORDER A CAKE NOW

ALL-DAY MEALS


Our homemade clubman sandwiches, rustic burgers and salads make delicious and healthy meal come true.

ORDER A CAKE NOW

PRESS

Online

Yellowshoess
Dec 2009

If you want to eat World class top brand dark chocolate cake you gotta try Chef Icon's cake.

visit site

Ms Nikkolette
May 2010

Hokkaido Roll (Strawberry Cream with Fresh Strawberries!!!) - The sponge is light, but yet dense in a nice way. Once you open the cover, you can smell the aroma of it!!!

visit site

iEatiShootiPost
Jul 2010

Dietitians who are fond of reciting the age-old adage "All foods can fit into a healthy diet", you have found a new ally, for this nature bakery seems to encompass the best health mantra today.

visit site

UrbanWire.com
Aug 2010

Best known for their unbelievably good cheesecakes, as well as a chocolate cake that is the fruit of six hours’ labour. In fact, they’re so good that when UrbanWire visited on a quiet afternoon, those famous cakes were sold out.

visit site

Asian Chapter
Aug 2010

Thumbs up!

visit site

Castles In The Air
Aug 2010

The original Chocolate Trovana had all the hallmarks of a good chocolate cake. It was delightfully dense and rich… pure decadence.

visit site

Zakkagasuki
Sep 2010

シンガポール在住のチョコレートケーキ好きな方、 これはかなりおススメです!!

visit site

Korin
Nov 2010

After the first slice and i still wanna eat the second slice even if i haven't finished my first slice.

visit site

Ms Nikkolette
Nov 2010

Cheesecake's for CHEESE LOVERS especially! Super fresh, super tasty, super thick!!!

visit site

Hpility
Apr 2011

It's just a simple chocolate cheesecake as well as Hokkaido Swiss roll yet the chocolate cream taste really awesome! Smooth texture of sponge layer around the cake look great and apparently it expand my appetite.

visit site

Oktoberkloof
Aug 2011

Hokkaido Strawberry Roll was made out from Fresh cream with strawberries. The swiss roll was surrounded with scent of fresh strawberries fresh cream. The sponge was light & fluffy. The taste of the strawberries fresh cream was great!!!

visit site

PetuniaLee
Oct 2011

Friends who stay in India fly in, order the cake and bring it home by hand to their families. That is how good this cake is.

visit site

Tanjong Pagar Guide
Nov 2011

Chef Icon is another gem in Kampong Bahru.

visit site

For The Love Of Food
Mar 2012

Dad liked it so much that he had a second piece... he'll usually stop at one and start to tell me how he can make a better one. With Chef Icon's English Queen Cake, he skipped the rattling and wolfed down a second slice.

visit site

Eat Drink and Be Merry
Apr 2012

Choc cake lovers, this (Chocolate Trovana) is a cake to die for. If you haven't tried this, you are really missing out on good things in life! Worth every penny, worth every calorie.

visit site

No More Stars Rock
Jun 2012

Their cheesecakes are heavenly! ... Creamy, not too sweet, tasty, light on the stomach. The moment that I tasted its like a Ratatouille moment. There's fireworks. :)

visit site

Open Kitchen Concept
Sep 2012

"Pure" is a very good way to name this chocolate cake. The chocolate was smooth and rich yet just subtly so.

visit site

Delicieuxpate
Nov 2012

Mango Hokkaido roll had a creamy filling and fresh chunky mango embraced by the soft, cottony sponge. It was both satisfying and the melt in the mouth sponge was delish!

visit site

AsiaX Gourmet
2013

そのこだわりにはお店側の熱い思いを感じる。パンにはこだわりの小麦粉を使用し、すべて店内にて手作りしている。また動物性酵素剤、マーガリン、ショートニング、動物性ゼラチン、肉、リキュール、マーガリン、MSG(化学調味料)、防腐剤など合成されたものは一切使っていない。

visit site

Delicacious
Mar 2013

The layers of chocolate mousse and chocolate cake together with the rich chocolate ganache formed a heavenly combination... Possibly the best chocolate cake I’ve tasted in a long while.

visit site

Mr & Mrs Vegan
Mar 2013

I decided to pop by one afternoon for tea and was surprised they served one of the yummiest blueberry homemade jams I’ve ever tasted!

visit site

アカバネーゼのシンガポール見聞録
May 2013

Chefs Selection Toastという、カヤトーストを頂きました。 かなりのボリュームで$4.9。 巷のカヤトーストに比べると、若干お高め。 でもこれ、美味しかったです

visit site

YummyDelight
Jun 2013

The cream and fruits used were both very fresh. The fruits weren’t glazed with sugary syrup (which some patisserie does) hence weren’t artificially sweet.

visit site

UrbanFoodLover
Jun 2013

I love the fact that they grow their own herbs like basil and use it in the foods they serve their customers. Everything is fresh and unprocessed.

visit site

*Flo-Lim*
Oct 2013

Luscious layers of French dark chocolate for warm, intense mouthful, yielding a slightly bitter aftertaste, the hallmark of all fine chocolate cakes.

visit site

Online

Yellowshoess
Dec 2009

If you want to eat World class top brand dark chocolate cake you gotta try Chef Icon's cake.

visit site

Ms Nikkolette
May 2010

Hokkaido Roll (Strawberry Cream with Fresh Strawberries!!!) - The sponge is light, but yet dense in a nice way. Once you open the cover, you can smell the aroma of it!!!

visit site

iEatiShootiPost
Jul 2010

Dietitians who are fond of reciting the age-old adage "All foods can fit into a healthy diet", you have found a new ally, for this nature bakery seems to encompass the best health mantra today.

visit site

UrbanWire.com
Aug 2010

Best known for their unbelievably good cheesecakes, as well as a chocolate cake that is the fruit of six hours’ labour. In fact, they’re so good that when UrbanWire visited on a quiet afternoon, those famous cakes were sold out.

visit site

Asian Chapter
Aug 2010

Thumbs up!

visit site

Castles In The Air
Aug 2010

The original Chocolate Trovana had all the hallmarks of a good chocolate cake. It was delightfully dense and rich… pure decadence.

visit site

Zakkagasuki
Sep 2010

シンガポール在住のチョコレートケーキ好きな方、 これはかなりおススメです!!

visit site

Korin
Nov 2010

After the first slice and i still wanna eat the second slice even if i haven't finished my first slice.

visit site

Ms Nikkolette
Nov 2010

Cheesecake's for CHEESE LOVERS especially! Super fresh, super tasty, super thick!!!

visit site

Hpility
Apr 2011

It's just a simple chocolate cheesecake as well as Hokkaido Swiss roll yet the chocolate cream taste really awesome! Smooth texture of sponge layer around the cake look great and apparently it expand my appetite.

visit site

Oktoberkloof
Aug 2011

Hokkaido Strawberry Roll was made out from Fresh cream with strawberries. The swiss roll was surrounded with scent of fresh strawberries fresh cream. The sponge was light & fluffy. The taste of the strawberries fresh cream was great!!!

visit site

PetuniaLee
Oct 2011

Friends who stay in India fly in, order the cake and bring it home by hand to their families. That is how good this cake is.

visit site

Tanjong Pagar Guide
Nov 2011

Chef Icon is another gem in Kampong Bahru.

visit site

For The Love Of Food
Mar 2012

Dad liked it so much that he had a second piece... he'll usually stop at one and start to tell me how he can make a better one. With Chef Icon's English Queen Cake, he skipped the rattling and wolfed down a second slice.

visit site

Eat Drink and Be Merry
Apr 2012

Choc cake lovers, this (Chocolate Trovana) is a cake to die for. If you haven't tried this, you are really missing out on good things in life! Worth every penny, worth every calorie.

visit site

No More Stars Rock
Jun 2012

Their cheesecakes are heavenly! ... Creamy, not too sweet, tasty, light on the stomach. The moment that I tasted its like a Ratatouille moment. There's fireworks. :)

visit site

Open Kitchen Concept
Sep 2012

"Pure" is a very good way to name this chocolate cake. The chocolate was smooth and rich yet just subtly so.

visit site

Delicieuxpate
Nov 2012

Mango Hokkaido roll had a creamy filling and fresh chunky mango embraced by the soft, cottony sponge. It was both satisfying and the melt in the mouth sponge was delish!

visit site

AsiaX Gourmet
2013

そのこだわりにはお店側の熱い思いを感じる。パンにはこだわりの小麦粉を使用し、すべて店内にて手作りしている。また動物性酵素剤、マーガリン、ショートニング、動物性ゼラチン、肉、リキュール、マーガリン、MSG(化学調味料)、防腐剤など合成されたものは一切使っていない。

visit site

Delicacious
Mar 2013

The layers of chocolate mousse and chocolate cake together with the rich chocolate ganache formed a heavenly combination... Possibly the best chocolate cake I’ve tasted in a long while.

visit site

Mr & Mrs Vegan
Mar 2013

I decided to pop by one afternoon for tea and was surprised they served one of the yummiest blueberry homemade jams I’ve ever tasted!

visit site

アカバネーゼのシンガポール見聞録
May 2013

Chefs Selection Toastという、カヤトーストを頂きました。 かなりのボリュームで$4.9。 巷のカヤトーストに比べると、若干お高め。 でもこれ、美味しかったです

visit site

YummyDelight
Jun 2013

The cream and fruits used were both very fresh. The fruits weren’t glazed with sugary syrup (which some patisserie does) hence weren’t artificially sweet.

visit site

UrbanFoodLover
Jun 2013

I love the fact that they grow their own herbs like basil and use it in the foods they serve their customers. Everything is fresh and unprocessed.

visit site

*Flo-Lim*
Oct 2013

Luscious layers of French dark chocolate for warm, intense mouthful, yielding a slightly bitter aftertaste, the hallmark of all fine chocolate cakes.

visit site

Print

The Business Times Weekend
May 2012

"About six hours worth of time and effort also goes into making a special sponge for the trovanas, so that no thawing is needed when they are taken out of the refrigerator."

联合早报, Lianhe Zaobao
Aug 2009

"清新不花哨,蛋糕入口即化"

TroPara Magazine
Oct 2009

The Business Times Weekend
May 2010

"No doubt [Chef Icon's] mantra is to have your cake and eat it without guilt, and his happy customers are lapping it up."

The Sunday Times Lifestyle
July 2010

"At Chef Icon Nature Bakery, its range of breads and cakes stand out because they do not contain preservatives, chemical bread improver or artificial colouring and flavouring."

NTUC NEXT Magazine
May 2011

"At Chef Icon Nature Bakery, you can indulge in pleasure without guilt. Perfect for the health conscious."

Simply Her
Jan 2011

"We got excited when we find a bakery with great cheesecake, so it was double happiness when we also discovered the amazing dark chocolate cake at Chef Icon Nature Bakery."

POPCLUB Magazine
Nov - Dec 2011

"Don't be fooled by the plain demeanor of Hokkaido Deep Blueberry. Infused with fresh blueberries and a generous spread of fresh cream, the cake oozes an insanely soft and moist taste after the initial heavy bite."

Audi Magazine
Dec 2011

"The Avina.Neutro baking style makes Chef Icon's products healthier. To accompany a pastry or sandwich, enjoy a freshly brewed Arabica coffee or organic tea."

U-Weekly Magazine
Mar 2012

"面包店的蛋糕和面包都是采用“自然烘培法”,尤其是面包,不会太硬也不会太软,还带有面包的香味。"

U-Weekly Magazine
Apr 2014

JPlus
may 2014

Print

The Business Times Weekend
May 2012

"About six hours worth of time and effort also goes into making a special sponge for the trovanas, so that no thawing is needed when they are taken out of the refrigerator."

????, Lianhe Zaobao
Aug 2009

"?????,??????"

TroPara Magazine
Oct 2009

The Business Times Weekend
May 2010

"No doubt [Chef Icon's] mantra is to have your cake and eat it without guilt, and his happy customers are lapping it up."

The Sunday Times Lifestyle
July 2010

"At Chef Icon Nature Bakery, its range of breads and cakes stand out because they do not contain preservatives, chemical bread improver or artificial colouring and flavouring."

NTUC NEXT Magazine
May 2011

"At Chef Icon Nature Bakery, you can indulge in pleasure without guilt. Perfect for the health conscious."

Simply Her
Jan 2011

"We got excited when we find a bakery with great cheesecake, so it was double happiness when we also discovered the amazing dark chocolate cake at Chef Icon Nature Bakery."

POPCLUB Magazine
Nov - Dec 2011

"Don't be fooled by the plain demeanor of Hokkaido Deep Blueberry. Infused with fresh blueberries and a generous spread of fresh cream, the cake oozes an insanely soft and moist taste after the initial heavy bite."

Audi Magazine
Dec 2011

"The Avina.Neutro baking style makes Chef Icon's products healthier. To accompany a pastry or sandwich, enjoy a freshly brewed Arabica coffee or organic tea."

U-Weekly Magazine
Mar 2012

"??????????????????,?????,?????????,?????????"

U-Weekly Magazine
Apr 2014

JPlus
may 2014

Broadcast

吃在972!, FM97.2
May 2012

With DJ Cai Li Lian and iPhonographer Ric.

甜秘蜜 (Dessert Time), Channel 8
Oct 2012

Host Vivian Lai and Tan Jun Sheng at Chef Icon

吃在972!, FM97.2
May 2012

With DJ Cai Li Lian and iPhonographer Ric.

甜秘蜜 (Dessert Time), Channel 8
Oct 2012

Host Vivian Lai and Tan Jun Sheng at Chef Icon

CONTACT US


KAMPONG BAHRU (Main Shop)

Address

5 Kampong Bahru Road, Singapore 169341

Phone

+65 9337 3900

Email

enquiry@cheficon.com

Business Hours

8am to 8pm
Monday to Saturday
Closed on Sunday & Public Holidays

Nearest MRT

Outram Park Station (EW16 | NE3)

REPUBLIC PLAZA

Address

Republic Plaza #01-13
9 Raffles Pl, Singapore 048619

Phone

+65 8858 5877

Email

enquiry@cheficon.com

Business Hours

8am to 7pm
Monday to Friday
Closed on Saturday, Sunday & Public Holidays

Nearest MRT

Raffles Place Station (EW14 | NS26)