The brand also unveiled its first-ever AI-designed dessert to key industry partners, crafted in association with world-celebrated Chefs Nicolas Boussin & Chong Ko Wai, a standout highlight of the week alongside its showcase at the prestigious FHA-HoReCa tradeshow
Singapore, 28 October 2024: Hailing from Normandy, the birthplace of French cream, Elle & Vire Professionnel® is an international dairy brand which has been a pioneer in food technology and innovation. The globally renowned brand cherished by the world’s finest Chefs, proudly took center stage as the Main Partner at the Asian Pastry Cup, held concurrently at the FHA-HoReCa 2024 tradeshow in Singapore.
The prestigious pastry competition gathered over 27 talented Chefs from nine countries for its 10th edition this year, who took to the stage to showcase their exceptional pastry skills in a highly anticipated event. Japan emerged victorious at the 10th edition of the Asian Pastry Cup, taking home the Gold prize. Teams Malaysia and Singapore won the Silver and Bronze prizes respectively. The winners of Asian Pastry Cup will move on to the World Pastry Cup being held in Sirha Lyon in France in January 2025, where Elle & Vire Professionnel® will be the Global Sponsor.
Notably, Team Philippines was one of three teams to receive a special award “Passport to Lyon,” which serves as a wild card entry to the World Pastry Cup Grand Final on 24 and 25 January, 2025
Presenting the winning trophy to the Japan team, Joris Bernard, Managing Director, Southern Asia, Savencia Fromage & Dairy, said “We’re proud to be the Main Partner of the prestigious Asian Pastry Cup – a celebration of creativity, talent, and passion. We have supported the journeys of these talented Chefs with our unrivalled dairy expertise and product innovations and continue to embrace the technological advancements that will shape the future of the food and beverage industry.”
Nurturing Emerging Culinary Talent at the Asian Pastry Cup
These partnerships are aligned with the brand’s longstanding commitment to nurturing culinary talent and fostering professional development. The brand has been an avid supporter of some of the world’s most prestigious competitions such as Bocuse d’Or, Meilleur Ouvrier de France, and more.
Through its support of events like the Asian Pastry Cup, the brand reaffirms its dedication to excellence and its vision of driving the future of the industry.
A Legacy Rooted in Technology & Innovation
In conjunction with FHA-HoReCa and Asian Pastry Cup 2024, Elle & Vire Professionnel® leveraged on the opportunity to garner its international network of renowned Chefs to create exquisite recipes for its patrons at FHA-HoReCa.
The brand also curated an exclusive state-of-the-art gastronomy experience for key industry partners who attended a private event hosted by the brand themed “AI-CING on the Cake” at The Arts House Singapore on 23rd October 2024. At the event, Elle & Vire Professionnel® made new waves by unveiling a groundbreaking creation – its first-ever AI-designed pastillage sugar piece and dessert. The desserts’ inspiration was formulated based on generative AI prompts which were then embodied by the Chefs in their curation.
Crafted by Chef Nicolas Boussin, Meilleur Ouvrier de France 2000 (Best Pastry Craftsman in France) and Executive Pastry Chef at Elle & Vire Professionnel®; and Chef Ko Wai Chong, Elle & Vire Professionnel® Chef Ambassador for Malaysia & Founder of C3 Lab; and Tern Poh Lim, industry expert on Artificial Intelligence, the initiative marries cutting-edge technology with exquisite artisanal pastry craftsmanship, a marketing activation spearheaded by Savencia Fromage & Dairy’s Southern Asia Marketing Director Flora Guyénot and Marketing Activation & Digital Head Katherine Leow.
“As a pioneer in modernization, Elle & Vire Professionnel® has launched many innovative products that have revolutionized the everyday life of consumers and professionals for more than 70 years. Evolution and progression are rooted in the DNA of our brand,” said Flora Guyénot, Marketing Director, Southern Asia, Savencia Fromage & Dairy.
The AI-designed dessert exemplifies the brand’s continued focus on pushing the boundaries of innovation by leveraging technological advancements. It underscores the brand’s pioneering spirit, demonstrating how AI can revolutionize the food & beverage industry. This innovation aligns with the growing trend of AI adoption in the space of food creation, where AI is being used to optimize ingredient sourcing, refine recipes, and personalize consumer experiences.
About Elle & Vire Professionnel®
The brand’s rich history of innovation dates to 1945 in France, as Elle & Vire Professionnel® was one of the precursors in the use of UHT sterilization technology, developing one of the first UHT whipping cream in 1975. The Elle & Vire Professionnel® Excellence Cream continues to be the preferred choice by Michelin-starred Chefs and the most exported French cream in the world.
Last year, the brand announced the launch of its latest innovation, the Elle & Vire Professionnel® Cooking Cream – Sour Taste, a versatile product that can be used for a diverse range of cooking needs including pastry, culinary, and beverages, which penetrated into the Asian market recently. Elle & Vire Professionnel® continues to stand at the forefront of the pastry and culinary industry, integrating tradition with innovation and nurturing the growth of emerging pastry & culinary talents.
About Savencia Fromage & Dairy
Savencia Fromage & Dairy is among the world’s leading milk processors, focusing on cheese specialties and high-value-added dairy ingredients. The company is also recognized as the No. 2 cheese group in France and the No. 5 worldwide. Savencia Fromage & Dairy is an independent family group listed with Euronext Paris. Savencia is present in Food Service and Retail in Asia with solid and leading brands, such as Elle & Vire Professionnel®, Lescure and Corman.
