Sunday, May 10, 2015


Density Launches The First-Ever Frozen Custard Dessert Store in Singapore

Introduces the All-Natural Traditional Super-Premium Ice-Cream from the U.S.A.
Singapore, 6th May 2015 – The first-ever frozen custard store has been launched in Singapore, bringing the 100-year-old traditional super-premium ice-cream from the U.S.A. to our shores.

Velvety-smooth and lusciously creamy, frozen custards are lower in calories and sugar, and made with natural ingredients such as milk, cream and eggs. Density, the chosen brand name, describes the low levels of air incorporated into the making of frozen custard, which in turn allows less use of sugar and more of the ‘good stuff’.
Located at 4 Short Street, Density’s flagship store is housed in a historical shophouse, at the junction of Selegie Road and Rochor Canal Road. Taking inspiration from the bustling boardwalk of Coney Island, New York City, from where frozen custard was first served, the 800 sqft shophouse store features elements of the amusement park with a life buoy feature and wall murals depicting its origins.

Sporting an industrial-chic look with grey cement flooring and walls, lowly hung light bulbs and refurbished metal furniture from a vintage store, the interior décor draws its inspiration from the industrial look of the Chicago 1933 World's Fair, which introduced frozen custard to the greater public.

An entity of Frozen Custard Pte Ltd, Density is operated by a Singaporean brother-sister team – J.R. Wong and younger sister, Sherlyn Wong. Graduates from the University of Illinois and the University of Melbourne respectively, the siblings had previously worked at their family business, WITS Foods International, which manufactures and supplies spices worldwide. The launch of Density Frozen Custard marks the company’s venture into the food & beverage retail sector. 

The Discovery of Frozen Custard – An Epic Journey

While studying for his degree in Food Science and Human Nutrition at the University of Illinois, J.R. discovered the local favourite frozen custard dessert. Blown away by the perfect balance of the fresh, rich and creamy texture of the ice-cream, the food enthusiast instantaneously made it his mission to bring frozen custard to Singapore someday.

After graduation, a search for ice-cream to cool off the sweltering local heat in Singapore, reminded J.R. of that ethereal gourmet experience. Though initially sceptical at her brother’s ravings, which she thought was probably exaggerated, Sherlyn’s curiosity got the better of her.

Before they knew it, the siblings were off on an epic journey, to discover the world of frozen custard. The trip to the U.S.A. took them across three states in the Midwest, where they sampled from over 50 frozen custard shops, and visited numerous suppliers to source for the best ingredients. The duo also attended a course at the Frozen Dessert Institute of America where they learnt first-hand about the business, from industry suppliers.

Frozen Custard, a Super-Premium Ice-cream

Categorised by the USDA (US Department of Agriculture) as a super-premium ice-cream, with its extremely low overrun and high butterfat content (10% - similar to typical icecreams, which ranges from 10 - 16%), frozen custard is made using only the best quality ingredients.

The low overrun is made possible through the unique churning process during the manufacturing of frozen custard. It is a finicky process of integrating as little air as possible to achieve superior texture and mouthfeel, and the overrun (percentage increase in volume after air incorporation) ranges from as low as 10 - 20% in frozen custard. In comparison, this is significantly lower than other forms of frozen desserts: 25 - 45% in a premium gelato, 25 - 65% in a typical premium/gourmet hard scoop icecream and 40 - 110% in soft serves and frozen yoghurt.

The low overrun hence makes frozen custard a super-premium type of ice-cream, ahead of premium hard-scoops and gelatos.

Because of its low overrun and high butterfat content, there is also less need for sugar. This makes the frozen custard a healthier dessert choice, as it is lower in calories and sugar, and uses natural ingredients such as milk and egg yolks.

In fact, Density’s frozen custard contains only half the amount of sugar of a regular frozen yogurt, and much of the sweetness of Density’s frozen custard comes from the natural sweetness of the premium fresh milk and cream used.

Also, to qualify as a frozen custard, there must be at least 1.4% of egg yolk in its final product - the nutritious egg yolk is a natural stabiliser, used in place of gelatin and other artificial stabilisers, to support the structure and maintain the shape of the ice-cream.

Churned slowly with a continuous freezer instead of the batch freezer used for other ice-creams such as hard-scoops and gelatos, frozen custard is the freshest possible ice-cream. Rapidly freezing within the barrel, it can be ready within short minutes from entering the machine. This is unlike the batch-churned ice-creams that still has to be frozen for hours or days before it reaches its consumable consistency.


Density's Promise

While studying at the Frozen Dessert Institute of America, J.R. and Sherlyn learnt about the importance of using quality ingredients, which further validated their father’s business motto - 'make the best, your customer will trust you for it’. Adopting that as a recipe for success, the young entrepreneurs ensure only top quality ingredients for Density’s ice-cream. For example, milk produced by grass-fed cows from Wisconsin dairy farms and gourmet vanilla beans are sourced directly from Madagascan farmers – to promote Fair Trade practices.

Taking pride in serving the freshest ice-cream possible, the siblings have invested in a made on-site system, enabling the smoothest and freshest ice-cream to be served daily.

With an emphasis on quality over quantity, Density focuses on serving only three selected flavours of its frozen custard on any one day. Signature flavours include the Buttered Popcorn, Red Velvet, Rocher, Quadruple Chocolate and Black Forest.

Density will also be featuring an extensive range of toppings to cater to all tastes – from the standard berries, cookie crumbs and nuts, to the seasonal and limited range of imported produces and cereals. In their endeavour to support local entrepreneurship, they will also be featuring some artisanal granolas and local products as well.

Having developed an interest in specialty coffee during her undergraduate days in Melbourne, Sherlyn has included a menu selection of coffee beverages, as well as coffee desserts such as the affogato. With its low overrun, frozen custard is less susceptible to heat and therefore holds its shape well even when hot espresso is poured onto it. This makes it perfect to use in an affogato. At Density, espresso blends, as with its other coffee beverage selections are made with coffee beans that are freshly roasted by a local coffee roaster brand, Two Degrees North. The beans were specially selected based on its unique flavour profile that not only matches, but also enhances the ice-cream when coupled together.

Commenting on her observation of the trend of frozen desserts and Density’s brand philosophy, Sherlyn says, “The trend now seems to focus on presentation, pre-set toppings or complementary items such as a special flavoured waffle. Our take, however, is simpler. We would like our customers to enjoy our frozen custard, without any frills as we believe that they will be able to appreciate the quality of an excellent classic product. There are also toppings and homemade sauces for those who prefer to get creative and make their own sundaes or concretes. After all, ice-cream is a happy food, so why deny them of their fun?”

@ the media launch event on 6 May 2015 
 Very nicely lit shop front with dim lightings inside.

The Over Run Meter on their wall which shows the percentage (%) increased in volume after air incorporation. So.. Frozen Custard's increase in volume is the least with 10 - 20 % Only!

the menu board.. with the main items like Sundaes, Concretes, Affogato, Specialty Coffee, Milkshakes and Floats stated clearly with the prices.
the variety of toppings..
as per mentioned earlier in the context.. each day they only have 3 flavours for the Frozen Custard ice-cream. So these are the 3 flavours for that day! :)

The Co-founder J.R. Wong doing a demonstration on how the machine churns out the authentic Super-Premium ice-cream.. a.k.a. Frozen Custard.

... while his sister Sherlyn Wong, also the Co-Founder did the introduction and explanation of the entire process.

J.R. poking thru' the center of the Frozen Custard..
They said if the frozen custard doesn't break.. it proves that the ice-cream is of high density with very little air in it. That is why it wouldnt break and so called the "SUPER PREMIUM ICE-CREAM!"
This was taken live at the event.

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After the introduction and demonstration by Sherlyn Wong and J.R. Wong respectively, we were off to have some fun and challenge!
The Rock Ya Challenge!

We need to create a sundae with at most 2 flavours of the Frozen Custard.
And here above was a simple write-up of our idea and creation.
Yes.. Though our team name is "Meh Meh!", but our creation is a BEAR!
Well... hmm.. we just want to be Different la!!! :P

Here we have Little Miss Bento to decorate the ice-cream with her delicate hands!
Shes really good at doing nice bentos with cute designs. Know her from the Singapore Turf Club's Sakura Day event last year. We were blessed to have her in our team. Check out her blog at

Tada~! Here's our final product!

a group picture with my buddies as well as the Co-founder of DENSITY, J.R.!
 Also.. Not forgetting a photo with my Best Buddy, William Tan who intro-ed me to the event!
Thanks dude!
Check out his blog here:

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Here I will showcase a variety of Frozen Custard Ice-cream so you can have an idea of wad you wanna have when you're there.. :)


Black Forest



Madagascan Vanilla Bean with Tart





Pumpkin Pie

(Wow.. this looks delicious! .. and i'm craving for it already!!! Argh!)

So I guess now you have an idea of how Density Frozen Custard is like..
and probably know what you wanna have or try already!

So what are you waiting for?

Just head down to DENSITY!

4 Short Street, Singapore 188212

Have a try!

You can Enjoy a 10% OFF when you show them this blogpost
on your mobile or tablet!!!

Contact: +65 6268 7918
Instagram: @DensityFrozenCustard | #densityfrozencustard

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