Singapore’s Róa Brings Plant-Based, Allergen-Free Desserts to Japan with Major Partnership

Singaporean allergen-free patisserie brand Róa is expanding its vegan cakes, cookies and treats to Japan through a partnership with Tokyo-based legacy food group Tomizawa Shouten.

Róa, a premium plant-based patisserie brand from Singapore, is bringing its allergy-friendly treats to Japan, one of Asia-Pacific’s largest bakery markets.

The startup has signed a partnership with Tokyo-based Tomizawa Shouten to roll out its vegan baked goods at around 100 of its stores across the East Asian nation, with the latte investing an undisclosed sum in Róa.

“The partnership is much more than a distribution agreement. Tomizawa Shouten has become a strategic partner as we scale internationally,” Róa founder Jane Tan tells Green Queen.

“Beyond providing access to its retail network of approximately 100 stores across Japan, Tomizawa brings deep expertise in ingredient sourcing, manufacturing, product development and the Japanese consumer market. For us, it provides a strong foundation to grow while maintaining the quality and allergen-control standards that are central to our brand,” she adds.

“Initially, Róa products will launch through Tomizawa’s retail stores across Japan, with opportunities to explore additional channels as the partnership develops.”

From a personal mission to an international brand

Tan launched Róa in 2019 as a personal mission to create baked goods for her goddaughter, who was born with multiple food allergies. She spent nine months developing recipes that catered to various dietary restrictions while retaining a premium standard.

It has since become an international brand with a portfolio of cakes, cookies, cupcakes and snacks that eschew dairy, eggs, nuts, soy, and gluten. “We wanted to prove that inclusivity and indulgence could coexist,” says Tan.

The brand’s products are available in Singapore through premium hospitality, travel and retail channels, including Raffles Hotel Singapore, Crowne Plaza Changi Airport, Kind Kones, Food Folks@ Lau Pa Sat and selected corporate pantries, as well as its own direct-to-consumer online store.

“Within the travel sector, our products are currently served on Scoot flights,” reveals Tan. “Internationally, we are available through LuLu Hypermarket across Riyadh, Jeddah and Dammam in Saudi Arabia, as well as IGA Tucker Fresh stores in Perth and online channels serving customers across Australia.”

It is now adding Japan to the list, thanks to Tomizawa Shouten, whose roots date back to 1919. The company has evolved into one of Japan’s most recognised food ingredient businesses, spanning retail, e-commerce, ingredient development, manufacturing, packaging and food innovation.

Tomizawa Shouten has an eye on future-friendly foods amid growing demand for products that combine taste, inclusivity, and sustainability, and aims to support brands aligned with evolving consumer and food trends, according to CEO and president Jun Tomizawa.

“Róa’s inclusiveness, sustainability and taste strongly align with our vision of ‘happiness with baking throughout the world’,” he says, adding that the partnership was driven not just by category potential, but by the quality and taste of Róa’s products themselves.

Demand for plant-based baking on the rise in Asia-Pacific

Róa suggests that many of its consumers don’t have a food allergy at all, but instead buy its products for the taste and quality: “One of the biggest lessons we’ve learnt is that consumers don’t wake up wanting an ‘allergen-free cookie’ – they simply want a delicious one.”

She continues: “When we first started, our audience was primarily families living with food allergies. Over time, however, we realised many customers without dietary restrictions were choosing our products simply because they enjoyed the taste and appreciated the ingredients.”

That has shaped how the brand markets its products. “We lead with indulgence, craftsmanship and flavour, while allergen-friendliness becomes an added benefit rather than the headline,” says Tan.

“We believe food should bring people together, not divide people into different categories. If one product can be enjoyed by someone with food allergies and someone without, then we’ve achieved our goal.”

Róa’s expansion comes amid growing demand for plant-based bakes in Asia-Pacific, where 68% of consumers are interested in these products (outpacing the global average). “We’re seeing consumers become much more intentional about what they eat,” Tan notes.

“While plant-based eating was initially driven by vegans and vegetarians, today’s consumers are far more flexible. Many are simply looking for products that feel lighter, contain more recognisable ingredients or align with their personal health and sustainability values,” she explains.

Awareness around food allergies and dietary preferences is also increasing in the region, particularly among “younger families and more well-travelled consumers”. Simultaneously, expectations around taste have risen significantly – people will no longer compromise flavour for functionality.

“I believe the future isn’t about creating products solely for people with specific dietary needs. It’s about creating exceptional food that naturally happens to be more inclusive and more sustainable,” says Tan. “That’s where we believe the industry is heading, and it’s exactly where we want Róa to be.”