Jie Bakery & Confectionery: Nostalgia is a Loaf of Sliced Bread
I just couldn't help taking pictures of these traditional loaves of bread which were the bread we used to have before the advent of "Gardenia" bread. I still remember standing at the Kek Huay Tiam (Grocery Shop) while the lady sliced the load of bread for me. These were the days when grocery shops still grated coconuts on the spot and the money was kept in a plastic bucket that was hung off the ceiling.
The way I see it, there are two things that we use these loaves for which cannot be replaced by the square loaves. The first is to make Kaya Toast and the second is for wrapping ice cream. Somehow using "Gardenia" just doesn't seem right for these two things.
But the fact is that Gardenia was so nice that it (and other brands of square loaves) soon took over the staple bread scene in Singapore. I even remember their ad campaign that Gardenia was "so good, you could even eat it on its own". When I had my first bite of a slice of Gardenia, that was exactly what we thought. "Wow, it is really so good that I can eat it on its own!" Soon, the good old sliced bread started dissappearing from the local grocery stall, together with freshly grated coconut.
Conclusion
Practically, the modern square loaves tastes better and keeps longer but these loaves provide a slice of childhood memories that is hard to replace.
Jie Bakery & Confectionery
123 Upper Paya Lebar Road
62811377
Open 24 hours
Closed Friday mornings
15 comments:
hi... i know you live in the east area but i really hopeee... you will post nice food from the west.. i noticed you didnt post alot of them.. and i personally live in the west la. thats why lol
way to go for your blog! anyways.. i got a few comments from friends who visit ur blog that some of the food are not as good as they seemed to be.. prolly because u famous already so sometimes the bosses will give u extra big/better stuff in ur food.. hee.. nonetheless, great blog!
I am not a fan of Gardenia bread as I find it artificial tasting and too soft (too much emulsifier). Also high preservative content. I DO not buy Gardenia or Bread Talk (just as bad)! Just my preference.
I normally make my own bread - tastes much better - and I also buy real bread that Bakery Depot, Simply Bread make. But I also like the sort that Jie Bakery make so - thanks a lot for the post!!
etel, I find that the quality of the food is sometimes inconsistent and also that everyone's taste is subjective. So those are the main reasons. Most of the hawkers don't know me, I don't have a face that is so recognizable like Adrian Pang. And don't forget there have been blogs which I find the food not so good but other people rave about them. The Silver Stream and House of Lobsters are examples this week.
The most important thing is that when you all go and try the food, give your feedback. The more people write in the better the overall impression of the food
Did you try the peanut butter and margarine sandwich at Jie?
Damn shiok man... although risk of the trans-fat clogged up arteries :)
i will have to disagree tremendously with your opinion that gardenia tastes better. It certainly keeps longer though!
otherwise, keep the write-ups coming!
I remember buying such bread for 15 cents for the small loaf and 25 cents for the big one from the Indian breadman who used to come round in the evenings on his bicycle with a big wooden box at the back.
The box was like a treasure trove with the smell of freshly baked loaves, sweet yellow buns with a solitary raisin on top, rectangular buns with cream in the middle and the white, sweet buns that can be halved and slathered with a thick spread of planta margarine and the bright orangey kaya. Hmmmm....heavenly. All these would be mixed with the smell of the breadman's sweat. A sweaty, bread..y kind of smell. I miss those days........
I tried this one and I prefer the one from Balestier
My parents love this place! They would go there and not only buy the bread but ask the ppl there to give them the chow-ta skin (which they cut & dump)! Sometimes they dun even buy the bread but jus ask for the skin haha..
BTW did u get to check out the duck rice stall next door? My parents love it but I wasn't gaga over it. The char siew was nice tho! It's the kind a bit burnt cos coated wiv some kinda sweet sauce kind!
sbimbycat
The old skool bakery at the junction of Balestier and Whampoa is damn cool manz...
You should check out their oven - older than many of us manz...
Personally, I prefer the loaves made at this bakery to Jie Bakery as the taste is much robust.
Hi Sbimbycat, yes Kay Lee has been blogged. In fact I was there to have the Roast Duck rice when I spotted this picture opportunity!
Hands down the old fashioned breads are lighter and nicer and i had never liked Gardenia since it first came out. Used to whack whole loaf by myself for breakfast using butter and teh tarik made by my late mum (i buy 2, one for me and the other for the rest of the family). Hard to find a old fashioned bread that i like , currently only the coffeshop at the Y Junction Keong Saik Road, the original Killiney coffeshop pass my taste buds and the coffeshop Sin Huat at Geylang. But nothing comes close to Woodlands Bakery bread which was soff, light and fluffy that i remember eating lot's when i was between 12 to 16 years old. Don't understand why they close their business *sigh* their bread always finished fast within hours when stocked up at the mama shop.
dear anonymous, u like ur old fashioned bread, I like my old fashioned custard puff at Chin Mee Chin! (think i've seen a post of that on this blog somewhere b4.)
the yellow custurd goes so well with the slightly savoury choux pastry! each time i'm around that area (chapel road) I'll pop by and buy at least 20 cos I can ga-sak 5 at one go!
:) sbimbycat
Jie Bakery & Confectionery @ 123 Upper Paya Lebar Road bake really nice bread and sweet buns...When the bread taken out of the oven, the aroma fill the surrounding air... When u happen to be around, u will be attracted to the nice n strong aroma... U guys should try out the peanut butter, kaya, margarine & jam...
Heard that they are soon opening a new cafe @ 953 Upper Serangoon Road by the name Jie Traditional Bread Cafe...
Should drop by to find out when they open...
JIE Traditional Bread Cafe located @ 953 Upper Serangoon Road is now open... U guys should drop by to taste their coffee n tea, DAMN SHIOK... And not forgetting their freshly baked bread n buns... The bread will be out daily ard 6-8pm, if no changes... If u wan to try hot, soft n fresh bread n buns, Hurry Down!!! A nice place to hang out with friends to " la ko pi"...
There's another bakery opp Whampo market, near the traffic jam, next to Handicap welfare Association(HWA)..
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