FORGET about the Massimo-Gardenia popularity war or the unpatriotic act of allowing the ringgit to flow into the coffers of our southern neighbour which already boasts a much mightier pace of economic development than ours.
Sometimes it can be mind boggling as to how ordinary Malaysians can suddenly develop a high taste or rather craze to the extent of willing to fork out extra expenses to fulfil their cravings while at the same time fuss over expensive pricing of stuff outside their gastronomic radar.
Such is the case with the Gardenia wholemeal banana walnut bread with some bread lovers petitioning the so-called Malaysia’s biggest bread manufacturer to make the flavour available in the country.
“It’s so strange that this Gardenia bread isn’t sold in Malaysia. It’s really delicious! It’s a Malaysian product and it’s halal-certified is that of Malaysia’ yet why is it only sold in Singapore?” queried Threader syaza najwa (@najwasyaza).
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“Ahhh, I’m eating it right now but I can’t bring myself to eat it too quickly – I’m worried sick it’ll run out! 😂”
Delving further, the poster hinted at feeling let down over the fact that many other ‘premium’ bread flavours are only sold in Singapore.
“I’m starting a petition for @gardenia_kl to sell these bread in Malaysia as well! Since the Gardenia factory from Singapore has moved to JB (Johor Bahru), could you please sell some in JB, too? 🫣”
This fascination also rubbed off on lifestyle content creator and foodie Holaa Is Me Jihaa (@najihahismaeyy) who was at a lost as to why the said bread is not made available in Malaysia.
“Why is it only in Singapore?? Whyyyy – oh my god, it’s so delicious!” she declared.
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Thrice more expensive
Such a yearning for that loaf of wholemeal banana walnut bread was likened by one AHMAD AFFAN IDHAM ☣️(@affaniedham) to “how Sabahans and Sarawakians feel when they see delicious bread being sold only in Peninsular Malaysia 😭😂”.
One apparent cat lover who is seemingly familiar with the Lion’s Republic even tipped Gardenia fans that “NTUC offers wider selection than 7-Eleven shelves that are practically empty”.
Editor’s Note: NTUC FairPrice (officially NTUC FairPrice Co-operative Ltd) is Singapore’s largest supermarket chain which is operated as a social enterprise co-operative of the National Trades Union Congress (NTUC).
This was till one presumably Singaporean or a Malaysian working in Singapore highlighted an economy of scale factor in that the much sought after bread “sells for S$4-S$6”, hence if converted to ringgit, “that works out to be around RM12 which can make one faints”.
“Moreover, if it’s available in Malaysia, Singaporeans will snap them up at wholesale pace in Johor, thus leaving Johoreans to suffer the consequences,” teased one Lily Lim (@lilylim80_cheah).
True enough, the first poster admitted that RM12.90 was reflected on her bank statement “after having closed one eye to snap up delicious desserts”.
Truth be told, specialty flavours like the wholemeal banana walnut and fruit & nut Gardenia bread are formulated, managed and marketed strictly for the Singapore market. Given that they are not sold by Gardenia Bakeries (KL) Sdn Bhd in Malaysia, the limited availability creates high curiosity and demand.
Fans praise the loaf for combining the wholesome texture of wholemeal with the rich, comforting sweetness of banana and the crunch of walnuts, thus giving it a dessert-like or artisanal feel compared to standard sliced sandwich bread.
Even as the Gardenia factory in Singapore has moved to JB, the bread is still owned by Gardenia Foods (S) Pte Ltd as opposed to Gardenia Bakeries (KL).
Gardenia announced on May 20, 2026, that they will close the Pandan Loop factory on June 30, 2026 by moving production to Johor Bahru but Singapore will remain the hub for brand management, product development and quality/regulatory oversight.
However, the said wholemeal banana walnut recipe and market remains for Singapore only.
If one wishes to sell it in Malaysia, that has to go through Gardenia Bakeries (KL) which is a different entity with different recipe, different costing and supply/demand channel. – Nov 1, 2026
