PrimaDéli at Heartland Mall Kovan
Location: 205 Hougang St 21, #01-09 Heartland Mall, Singapore 530205
Floor 1 · Heartland Mall Kovan
Halal-certified bakery known for fresh cakes, pastries and festive treats since 1985.
Halal-certified bakery known for fresh cakes, pastries and festive treats since 1985.
PrimaDeli is one of Singapore's longest-running halal-certified bakeries, serving the North East with a wide range of cakes, pastries and baked goods.From signature chocolate fudge cakes and fruit tarts to savoury curry puffs and kaya buns, the selection covers everyday snacking and special-occasion gifting alike. Takeaway service keeps things simple for customers picking up a quick bite or pre-ordering celebration cakes. It is a trusted name for families seeking halal-certified baked treats without compromise.
Visit your nearest PrimaDeli for freshly baked favourites that have stood the test of time. Quality and consistency remain at the heart of every creation.
Operating Hours
Overall Rating
Based on 63 Google reviews
Negative Reviews
Muhammad Rizal Bin Ahmad
Hi Prima Deli team, I would like to provide feedback on an utterly unpleasant shopping experience at the outlet. The staff were rude and the service was slow. Very disappointing.
Ming Xuan Chua
I paid for a waffle when there was no visible queue, yet ended up waiting 15-20 minutes. The staff never informed me that there was a large bulk order ahead. Even with such a large order, basic common sense in service would be to manage expectations and clear smaller, individual orders in between. This shows either a poorly trained staff member or a company SOP that makes no sense. As for the product itself, the waffle quality has declined badly. Within minutes it turned soggy. For a brand that has been in business for so long, it's surprising that such poor quality is still being served.
Nalini Thiagarajan
Every day the price slowly rises for the waffle. Every day it tastes worse and worse. The quality has dropped significantly and the price keeps going up. Not worth it anymore.
Neo Minghoon
The cake had odd lines showing. Writing on the cake was also smudge. Staff kept asking if it was okay (passive aggressively) and when we reflected the issue, staff kept saying this is how it is supposed to be. I’m left with no options given that I needed the cake for the night. Totally bad experience. Please avoid.
Positive Reviews
T Greensake
Takeaway a peanut butter waffle ($2.10), was normal. Service was relatively fast.
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Photo Gallery
PrimaDéli
PrimaDeli Bakery
A view of the PrimaDeli bakery storefront. The shop has a red awning with the PrimaDeli logo and name in white illuminated lettering. Below the awning is the entrance to the shop, with a counter displaying waffles and other baked goods. A staff member in a red uniform is visible behind the counter. The interior of the shop features white shelves stocked with products.
PrimaDeli
The exterior of a PrimaDeli shop. The shop has a red facade with the PrimaDeli logo and name prominently displayed. Inside, staff members are visible behind a counter, and there are display cases filled with baked goods. A menu board for traditional homemade waffles is also visible.
PrimaDeli
The exterior of a PrimaDeli shop with a red awning and the store's name and logo visible. To the left, the sign for "Old Chang Kee" is also visible. People are queuing outside the shop.
Prima Deli Triple Happinesss Promotion
A promotional image for Prima Deli featuring a "Triple Happinesss" event with "$1 Wednesday Deals" valid from July to September. The specific offer highlighted is "$1 Mini Muffins" on July 16th and 30th, with a usual price of $1.90. Three chocolate chip mini muffins are prominently displayed.
Custard Puffs
A hand holds a clear plastic container filled with six custard puffs. The container has a label with ingredients and a "Use by" date of 07-09-23.
Chocolate filled waffle
A close-up shot of a waffle filled with melted chocolate. The waffle is golden brown and has a crispy texture. The chocolate is dark and rich, with some pieces of waffle visible within it. The waffle is wrapped in white paper and a green plastic bag is visible in the background.
Dessert Display
A display case filled with various baked goods, including waffles and cakes. Two promotional posters are visible, one for Chocolate Hazelnut Waffle and another for Lotus Biscoff Waffle, both priced at $3.00. A large yellow package labeled "BANANA CAKE" is in the foreground.
Waffle Sandwich
A close-up shot of a waffle sandwich filled with chocolate spread, held in a white paper bag. In the background, blurred figures of people are walking on a tiled floor.
Fruit Cake with Red Chinese Character
A close-up view of a white cake decorated with red frosting piping around the edge. Slices of peach and dragon fruit are arranged on top, along with pink fondant peach shapes and a strawberry slice. A large, glossy red Chinese character, likely representing good fortune, is prominently displayed in the center. A small circular emblem with a logo is visible on the right side. The cake is in a white box.
Square Fruit Cake
A square cake decorated with white frosting, sliced peaches, and lychees. A red "Happy Birthday" topper is placed in the center. The sides of the cake are covered in chopped nuts.
Bakery Interior
A view inside a bakery with staff serving customers. Display cases are filled with cakes and pastries. Refrigerated units hold more baked goods. Promotional posters are visible on the walls.
Waffle Making Station
A close-up view of a waffle-making station with waffle irons, batter dispensers, and a cash register. The background features a red and white striped wall. A person in a red shirt is partially visible on the right.
Waffle sandwich and iced drink
A close-up shot shows a waffle sandwich held in a white paper bag and a plastic cup of iced drink with a yellow straw. The waffle sandwich appears to have a filling of jam and a slice of cheese. The iced drink is a light brown color, possibly milk tea, and has a lid with a cartoon character on it. The background is a textured yellow surface.
Cake with Fruit and Red Icing
A close-up view of a white cake decorated with pink frosting swirls, sliced peaches, and cubes of dragon fruit. Red icing forms decorative characters on the cake's surface.
Waffle with Filling
A close-up shot of a waffle sandwich being held in a white paper wrapper. The waffle has a golden-brown exterior and a light green interior filling. The waffle is cut in half, revealing the creamy filling inside.
Waffle sandwich on escalator
A hand holds a half-eaten waffle sandwich wrapped in white paper against a backdrop of an escalator. The waffle has a golden-brown exterior and a creamy, light green filling. The escalator steps are black with yellow safety lines.
Cakes in a Display Case
A refrigerated display case filled with various cakes. In the foreground, rectangular cakes topped with cream and fruit slices are visible. Behind them, round chocolate cakes with almond crusts and chocolate drizzle are displayed. Some cakes have price tags and promotional labels.
Cream Puffs in Packaging
A hand holds a clear plastic container filled with cream puffs. The container has multiple compartments, with several cream puffs visible in the foreground. The background is blurred, showing what appears to be a kitchen or retail environment.
Peanut Butter Waffle Sandwich
A close-up shot of a waffle sandwich filled with peanut butter. The waffle is golden brown and has a grid pattern. The peanut butter is creamy and appears to be oozing out from between the waffle layers. The sandwich is held by a hand and is placed on white paper.
Mini Custard Puffs
A clear plastic container holding six mini custard puffs. The container has a label with ingredients and nutritional information, including a 'Use by' date of 07-09-23.
Waffle with Filling
A close-up shot of a golden-brown waffle, folded in half and filled with a dark, creamy substance, possibly chocolate. The waffle is held in white paper packaging. In the background, a metal railing and tiled flooring are visible.
Shopping Mall Interior with Escalators
An interior view of a multi-level shopping mall featuring escalators and various retail stores. Signs for an aesthetic clinic, a store labeled 'SK', and a bookstore named 'POPULAR' are visible. Several shops display products and promotional materials. The escalators are in operation with shoppers using them.
Birthday Cake with Rainbow and Animals
A round birthday cake decorated with a rainbow, the number 2 made of red frosting, clouds, and small animal figurines including a giraffe and an elephant. The cake also has the inscription "Happy Birthday Yashvin" and small blue and green floral decorations.
Mini Custard Puffs
A clear plastic container holding six mini custard puffs. A red and white sticker on the container reads "MINI CUSTARD PUFF" in white text. The puffs are golden brown and appear to be filled.
Waffle Ice Cream Sandwich
A hand holds a waffle ice cream sandwich wrapped in white paper. The waffle is golden brown with a grid pattern, and a layer of dark brown ice cream is visible between two waffle halves. In the background, a person walks with a plastic bag of groceries, and a metal railing lines a walkway.
Waffle on a Plate
A close-up shot of a golden-brown waffle served on a white plate with a blue rim. The waffle has a distinct grid pattern and appears to be freshly made. The plate is placed on a dark, speckled countertop.
Waffle Cone
A hand holds a waffle cone filled with a creamy substance, wrapped in white paper. In the background, a display case shows various food items, including what appears to be a pastry and a blue container.
Waffles on a Plate
A close-up shot of two waffles stacked on a white plate with a blue rim. The waffles are golden brown and have a distinct grid pattern. Crumbs are visible on the plate.
Waffle in paper wrapper
A hand holds a waffle wrapped in white paper. The waffle is golden brown with a grid pattern.
Waffle Sandwich
A close-up shot of a waffle sandwich, held in white paper. The waffle has a golden-brown color and a distinct grid pattern. The filling is partially visible between the waffle layers. The background is a bright yellow.
Peanut Butter Filled Pastry
A close-up shot of a pastry filled with a creamy peanut butter filling. The pastry appears to be a waffle or pancake-like dough, folded in half and generously stuffed with the smooth, light brown peanut butter. The filling is oozing out from the sides, highlighting its rich texture. The pastry is wrapped in white paper.
Peanut Butter Waffles
A close-up shot of a hand holding a waffle sandwich filled with peanut butter. The waffle is golden brown and has a distinct grid pattern. The peanut butter is creamy and appears to be oozing out from between the waffle layers. The background is blurred, with a hint of yellow and white paper.
Two waffles
Two golden-brown waffles are stacked on top of each other and wrapped in white paper. The waffles have a classic grid pattern. The paper is slightly crumpled and torn at the bottom edge, revealing a yellow surface with a cracked texture underneath.
Bitten Waffle
A hand holds a large waffle that has been partially eaten. The waffle is golden brown and has a classic grid pattern. It is wrapped in white paper. The background appears to be the interior of a car, with a dashboard and screen visible.
Waffle
A close-up shot of a golden-brown waffle, partially wrapped in white paper. The waffle has a distinct grid pattern with deep squares. In the background, a metal railing and a tiled floor are visible.
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