The company’s LinkedIn profile identifies Aroma Truffle as a Singapore-based food-and-beverage manufacturing business founded in 2017, while a company-founder interview describes the brand as being incepted in 2018. The distinction may reflect the difference between the company’s establishment and the commercial launch of the brand.

The story of Aroma Truffle traces back to Italy, particularly the town of Spoleto in Umbria, where the founders were introduced to the traditional harvesting and preparation of truffles. According to the brand, a visit to an Italian farm exposed the founders to the craftsmanship, agricultural traditions and culture surrounding truffle production. This experience became the inspiration for creating an Italian-inspired gourmet brand in Singapore.

The founders subsequently identified an opportunity in Singapore: while truffle-flavoured dishes such as truffle fries had become popular, there were relatively few ways for consumers to enjoy a truffle experience in a convenient, shelf-stable snack.

Co-founder Kayson Chan has described the original inspiration as coming from observing customers ordering truffle fries at a café. Together with his brothers Kenny Chan and Johnathan Chan, he experimented with ways to reproduce the appeal of truffle fries in a packaged snack that could retain its crispness and aroma. 2

The resulting product became Aroma Truffle’s signature truffle potato chips. The brand says these were first launched in 2018, combining ridge-cut potato chips with Black Summer Truffles sourced from the Spoleto area of Italy.

Aroma Truffle’s central idea is to transform what is traditionally considered a luxury ingredient into something consumers can enjoy more casually.

Rather than limiting truffles to fine-dining dishes, the brand applies truffle flavours to familiar foods such as:

• Potato chips
• Popcorn
• Chocolate
• Sauces
• Oils
• Sea salt
• Pâté
• Mayonnaise and other condiments
• Gift collections

The company describes this philosophy as bringing “the authentic taste of Italy to the rest of the world”, while its marketing emphasizes sophistication, quality and innovation.

This creates a distinctive positioning between fine food and mass-market snacking: the ingredient and branding communicate luxury, while the formats—particularly chips and popcorn—make the products approachable and convenient.

Truffle potato chips

The Black Summer Truffle Potato Chips are the brand’s flagship product and arguably the product most closely associated with Aroma Truffle.

The current range includes flavours such as:

• Original
• Parmesan Cheese
• Honey Dijon
• Fiery Mala

The official store also offers different package sizes and multi-pack collections.

The brand describes its chips as being made using real Italian truffles and positions them as its signature gourmet snack.

Truffle popcorn

Aroma Truffle has expanded its snack concept beyond potato chips into truffle popcorn, giving the brand another relatively accessible format for its luxury-food positioning.

Truffle chocolate

The company also sells truffled chocolate products, extending its use of truffle flavours into confectionery. Its current collection includes boxes of truffled chocolate truffles.

Truffle condiments

Another major part of the portfolio is the truffle pantry category. Products currently listed by the brand include:

• White Truffle Oil
• Black Truffle Sea Salt
• Black Truffle Pâté
• Truffle sauces and spreads
• Other truffle-based cooking products

These products shift Aroma Truffle from being simply a snack brand toward being a broader gourmet food and home-cooking brand. 3

Gift sets

Gift sets are an important part of the current business model. Aroma Truffle sells curated collections such as The Master Chef’s Truffle Arsenal, The Italian Brunch Collection, The Truffle Pasta Essentials, and The Truffle Discovery Gift Box.

This reinforces the brand’s positioning as a premium gifting and lifestyle food brand, rather than simply a producer of packaged snacks.

Italian truffles are central to Aroma Truffle’s identity.

The company says its Black Summer Truffles originate from Spoleto, Italy, and that the truffles are transported to Singapore for use in its products. The brand describes proprietary infusion techniques and quality standards as part of the process used to incorporate truffle characteristics into its products.

The Italian connection therefore functions on several levels:

1. Ingredient sourcing — Italian truffles are a core ingredient.
2. Brand storytelling — the company’s origin story is tied to a trip to Italy.
3. Product positioning — Italy provides the association with gourmet food and culinary tradition.
4. Visual identity — the brand uses Italian culinary culture to communicate sophistication.

Although Aroma Truffle originated in Singapore, the brand has developed an international retail presence.

Its official website currently lists locations including:

• Jewel Changi Airport, Singapore
• Changi Airport Terminal 1, Singapore
• GINZA SIX, Tokyo
• Iwataya, Fukuoka
• CentralWorld, Bangkok

This gives the company a presence across several major Asian shopping and travel destinations.

Aroma Truffle operates a retail location at Jewel Changi Airport, while a separate Aroma Truffle location is listed as a food manufacturer at Senoko Way in Singapore.

In addition to its own retail locations and website, Aroma Truffle distributes products through online marketplaces.

This multi-channel approach allows the brand to operate across several segments:

Direct-to-consumer → Retail boutiques → Airports/travel retail → Online marketplaces → Corporate/premium gifting

Aroma Truffle has received several forms of recognition according to its corporate profile, including:

• 10 Most Creative Entrepreneurs From the Food and Beverage Industry by APAC Entrepreneur, 2021
• Elite Business and Leadership Award, 2021
• Netizen’s Best Choice Awards for Excellence, 2021–2022

These recognitions are reported by the company itself through its LinkedIn profile, so they are best understood as brand-reported accolades rather than independently verified rankings.

The brand has also promoted endorsements or appearances involving celebrities such as Song Joong-ki, Sandara Park, Jung Yong-hwa and Karen Hu on its official website.

Aroma Truffle’s positioning suggests a target audience interested in premium food, gourmet experiences, gifting and lifestyle products.

Its products appeal particularly to consumers who:

• Enjoy truffle and Italian-inspired flavours
• Want a premium alternative to conventional snacks
• Purchase gourmet food as gifts
• Enjoy entertaining at home
• Are interested in specialty ingredients
• Associate food with luxury and lifestyle
• Want restaurant-style flavours in convenient packaged formats

The brand’s relatively small individual products—such as chips, popcorn and condiments—also make it possible to sell the idea of luxury at a more approachable price point than a traditional fine-dining experience.

Aroma Truffle’s identity can essentially be described as “accessible luxury through truffles.”

Its branding combines three concepts:

Italian heritage
The brand uses the culture and ingredient traditions of Italy as its culinary foundation.

Gourmet sophistication
Truffles are historically associated with premium cuisine, allowing ordinary snack formats to be presented as luxury products.

Everyday accessibility
Instead of requiring a restaurant visit, consumers can experience the brand through a packet of chips, popcorn, chocolate or a condiment at home.

This combination is arguably the central differentiator of Aroma Truffle.

There is an important distinction between the brand and the historical Singapore corporate entity bearing the same name.

Public Singapore company records identify AROMA TRUFFLE & CO PTE. LTD., UEN 201603981W, as having been incorporated on 17 February 2016. Those records currently show that particular legal entity as struck off, with the status recorded as of 26 March 2026. 4 5

At the same time, the Aroma Truffle brand remains publicly active, with a functioning official e-commerce website, current product listings and retail locations.

Therefore, it would be misleading to equate the status of the historical legal entity automatically with the current operating status of the Aroma Truffle brand without additional corporate documentation.

Aroma Truffle has appeared in Singapore media and food-related publications. Its own corporate profile records coverage by Mediacorp Channel 8, while food publications have reviewed and featured its truffle chips, popcorn and other products.

The company’s celebrity-facing marketing has also helped reinforce its positioning as a lifestyle-oriented gourmet brand rather than merely a packaged-food manufacturer.

Aroma Truffle & Co. is a Singapore-origin gourmet food brand built around the idea of making Italian truffle flavours accessible through contemporary snack and pantry products. Its origins lie in the founders’ exposure to truffle harvesting in Spoleto, Italy, followed by the development of packaged truffle snacks in Singapore. The company’s signature Black Summer Truffle Potato Chips established the brand, after which its portfolio expanded into popcorn, chocolate, oils, pâtés, salts, sauces, condiments and premium gift sets.

Today, the brand presents itself as a premium truffle lifestyle and gifting company, combining Italian culinary heritage with modern Asian retail and e-commerce. Its presence at locations such as Changi Airport, Jewel, Tokyo’s GINZA SIX and Bangkok’s CentralWorld reflects its broader ambition to bring its interpretation of the truffle experience to consumers beyond Singapore.

1. Aroma Truffle & Co.
2. Kayson Chan: Co-founder of Aroma Truffle & Co
3. Shop All – Explore Our Complete Collection Today
4. AROMA TRUFFLE & CO PTE. LTD. (201603981W) – Singapore Company
5. AROMA TRUFFLE & CO PTE. LTD. (201603981W) – Retail sale of food n.e.c. – Singapore Company