Oldies are still goodies. Thye Moh Chan’s latest outlet at Chinatown Point shows how good old tau sar piah can still win new fans
By Cheryl Chia
It was a bittersweet farewell when the original Thye Moh Chan outlet – and its 70-year tradition – decided to close its doors on their tau sar piah (mung bean paste biscuits) in 2011 but the brand re-opened last year with the help of the Breadtalk Group.
Since time immemorial, ‘li bing’ or gift biscuits have signified heartfelt blessings and well wishes, and is the commonly-accepted congratulatory gift for weddings, baby’s full month, birthdays and visits. The Breadtalk Group has polished up Thye Moh Chan with Celebration Gift Sets for these occasions.
Ms Clara Lee, senior brand manager of the Breadtalk Group says, “We have revamped the packaging to give it a contemporary look, to appeal to a new generation of customers. The store locations are also central, accessible, so as to capture consumers from all walks of life.”
Apart from the signature Sweet and Salty Tau Sar Piah, the new Thye Moh Chan also has novelty flavours such as the Yuan Yang – spicy pork floss and salted egg yolk – Cranberry Tau Sar Piah and Assorted Nuts Lotus.
We know what you tau sar piah purists are thinking. You’re thinking that the quality of the product has been affected since they’ve been bought over. Clara assures, “Mr Koh Hong Chua, third generation owner of Thye Moh Chan, was a key consultant during the brand re-launch in the knowledge transfer and product development process.”
The two veteran chefs from the former shop were also roped in as consultants to ensure quality assurance standards and are currently based at the stores in Parkway Parade and Chinatown Point.
We visited the shop at Chinatown Point on our own and tested the products. We still like their Salty Tau Sar Piah with the fragrant shallots and lard. For the health conscious, vegetable oil options are available.
Even though we had our reservations regarding the new-fangled flavours, we thought the Cranberry Tau Sar Piah was an interesting combination with a slightly tart taste. Not too bad at all.
The gift sets typically contain a large tau sar piah, four smaller ones and a side of other pastries in an oriental box ($28.80). So, why not bring back tradition by giving out some tau sar piahs to sweeten the occasion?
Thye Moh Chan is in Chinatown Point and Parkway Parade’s Food Republic.