Yeo’s is tapping into the growing appetite for café-inspired drinks and locally influenced flavours with the launch of its limited-edition pandan chiffon soy milk ahead of Hari Raya.
Inspired by Singapore’s iconic pandan chiffon cake and the pandan-infused beverages increasingly found in bubble tea shops and modern cafés, the new drink reimagines the familiar dessert in a smooth, ready-to-drink soy milk format. Designed for everyday enjoyment, it can be consumed during sahur (‘pre-dawn meal’), iftar (‘fast-breaking meal’) or served chilled at Raya gatherings, bringing a café-style indulgence into the home.
According to Alex Chen, head of marketing and business development, Yeo’s Singapore, there is a growing interest in familiar flavours being reimagined in modern beverage formats. “Pandan chiffon soy milk brings together nostalgia and trend-forward inspiration by translating a classic flavour into a convenient ready-to-drink soy milk,” he told MARKETING-INTERACTIVE.
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Available in 1L and 250ml formats, the drink is designed for both communal celebrations and on-the-go consumption. The launch also reflects a broader trend of brands translating café-style experiences into packaged beverages, allowing consumers to enjoy familiar flavours without the need for a barista.
To mark the launch, Yeo’s is also running a Raya-themed Instagram giveaway via @yeossg from 8 to 16 March 2026, where two winners will receive a Ninja SLUSHi frozen drink maker together with an exclusive Yeo’s Raya bundle worth SG$600, featuring an assortment of the brand’s soy beverages and festive merchandise.
Beyond the giveaway, the brand is partnering with KOLs and content creators who are featuring the product through social media seeing and tasting content. It is also working with relevant partners such as Ninja to create new consumption formats such as pandan chiffon slushies and desserts such as cendols.
In the initial launch, Yeo’s has seen creators and consumers take on the drink creatively by creating pandan chiffon quesillo, acai dessert, chia seed pudding, ice pops and more.
The launch reflects Yeo’s efforts to stay relevant to younger consumers, particularly Gen Z, by reimagining soy milk with trendy cafe-inspired flavours and shareable social content. “It brings a modern twist to Yeo’s heritage in soy beverages while keeping the brand fresh and culturally connected,” said Chen.
The Raya launch also reflects a shift from how Yeo’s approached the recent Lunar New Year season, where the brand focused on refreshing its heritage drinks through limited-edition packaging and digital engagement. Earlier this year, Yeo’s introduced fortune horse-themed packs across its chrysanthemum tea, first harvest green tea and longan red date drink range under the theme “Wherever you go, fortune follows”. The designs featured a vibrant horse mascot aimed at appealing to younger consumers while retaining the brand’s familiar taste profile.
To support the Lunar New Year campaign, Yeo’s rolled out an Instagram giveaway featuring a “GRWM” (get ready with me) essentials kit, alongside a gamified social media personality filter that matched users to their “perfect Yeo’s drink”. While the CNY campaign leaned into interactive digital activations and refreshed packaging, the Raya launch takes a more product-led approach, introducing a new flavour inspired by local café culture and nostalgic desserts, signaling how the brand is experimenting with different ways to engage consumers across festive moments.
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