Tiong Bahru Bakery (TBB) is marrying festive indulgence with ethical innovation this holiday season through its “Naughty & Nice” collaboration with Forged, the creator of the world’s first cultured Japanese quail foie gras. Running from now to 31 December 2025, the campaign marks TBB’s first major partnership since its brand refresh, offering a range of limited edition pastries, community initiatives, and the launch of a new retail concept.
The collaboration highlight is a special menu of five holiday bakes that incorporate Forged’s cultured foie gras, made through cellular agriculture without animal harm.
The items include the Foie & Gruyère Twist ($6.50), Foie & Christmas Stuffing Pie ($12), Mulled Wine Poached Pear & Forged Crème Pâtissière Danish ($6), Smoky Forged Brown Butter Caramel Shio Pan ($6.50), and the Forged Infused Lemon Curd Éclair ($10.50).
You can sample all five in their Forged Taster Box for $35:
We had the opportunity to try the Taster Box which was sent to our office. The Foie & Christmas Stuffing Pie was pure festive indulgence, featuring a comforting and rich pie filled with creamy cultured foie gras, mushrooms, chestnuts and golden currants wrapped in a buttery crust.
The eclair offered a bright and zesty experience, with TBB’s signature lemon curd elevated by a subtle, smoky complexity from the Forged Smoked Quail Spread.
We especially loved the Christmas Log Cake, available in two sizes.
The mini version costs $9.50. It features layers of hazelnut sponge, silky praline crèmeux, and a deep 66% dark chocolate mousse, decorated with chantilly, mini choux, and festive red currants. It is a perfectly balanced and decadent treat for the season.
The large version ($75) we sampled is available for online order and comes with a complimentary 40 piece Christmas themed jigsaw puzzle.
The “Naughty & Nice” experience extends beyond food. During the campaign period, customers who spend $35 or more, including at least one collaboration pastry, can try their luck at a sure win Spin to Win station for a chance to win limited edition merchandise or TBB vouchers. A sticker donation drive will also support Food From The Heart and ACRES Wildlife Rescue, with TBB matching all funds raised.
Adding to the holiday excitement, TBB will open a new convenience and gift shop called TBB Crumb & Go on Tiong Bahru Road, just behind its Eng Hoon flagship, in time for Christmas. The shop will feature TBB merchandise, holiday gifts, and a selection of grab and go items like sandwiches, salads, and its signature shio pans.
With “Naughty & Nice”, the bakery aims to offer something familiar, fun, and a little special. The campaign follows the recent refresh of its Eng Hoon Street flagship and supports TBB’s ongoing evolution as a lifestyle brand, now with 19 outlets in Singapore and a presence in Manila.
