Café de Coral's new brand brings joy to those with chewing and swallowing difficulties

Café de Coral Group has unveiled a new brand “Taste Joy” soft gourmet, offering specially designed meals for those with chewing and swallowing difficulties.

Embodying the notion of “Savour the memories, taste the happiness”, the brand’s products are crafted professionally to meet the International Dysphagia Diet Standardisation Initiative (IDDSI) and Guideline of Care Food Standard.

These include two classic flavours, "Peking Style Pork Ribs" and "Soy Sauce Chicken Leg", each provides options for IDDSI Level 4 and Level 6 to cater to different chewing and swallowing needs. Dine-in service is also available, allowing individuals with chewing and swallowing difficulties to enjoy eating out with their families.

On the other hand, the new brand has partnered with the group's flagship food assistance programme “Bon Appétit Café”, with a total funding of HK$12 million and 4,000 beneficiaries.

Held on 15 November, the “Bon Appétit Café 2024 • Taste Joy” launch ceremony invited participants with chewing and swallowing difficulties from the Neighbourhood Advice-Action Council to dine together, creating a warm and inclusive atmosphere.

First launched in 2022, the “Bon Appétit Café” food assistance programme has provided free meals to beneficiaries through the Bon Appétit card at Café de Coral Fast Food outlets. Over the past two years, the total funding amounted to HK$24 million, benefiting 7,000 people and donating approximately 480,000 meals.

In the third year, the programme continues its collaboration with the Neighbourhood Advice-Action Councial, focusing on carers and adding new elements by partnering with more organisations, including the Hong Kong Society for the Aged, Hong Chi Association and Evangelical Lutheran Church Social Service – Hong Kong, to support individuals with chewing and swallowing difficulties. Public registration for the programme will open on 19 November, and partner organisations will select eligible members to receive assistance.

Piony Leung, CEO of Café de Coral Group, said, “Growing with Hongkongers over the past decades, Café de Coral has been committed to catering to the dietary needs of people of different generations and physical conditions. As ‘Bon Appétit Café’ enters its third year, continuing to support carers in society, we are pleased to extend the scope to care for individuals with chewing and swallowing difficulties. Both ‘Bon Appétit Café’ and ‘Taste Joy’ aim to provide dignity and choice."

"Using the Bon Appétit card, beneficiaries can redeem meals of their choice at any Café de Coral Fast Food outlet. ‘Taste Joy’ soft gourmet offers more options for those in need, allowing them to rediscover the joy of eating, especially with family and friends. Leveraging our expertise in food, we will continue to promote social projects and share warmth with the community," she added.

Raymond Lam, general manager of Taste Joy, said, “As Hong Kong moves towards an ageing society, the demand for soft gourmet is on the rise. In fact, besides the elderly, people with other special conditions, such as acid reflux, muscle fibrosis, head and neck cancer, stroke recovery, and intellectual disabilities may also suffer from swallowing difficulties. Our diet is closely linked to our physical and mental health, directly affecting our quality of life."

"‘Taste Joy’ offers two levels of delicious soft gourmet, allowing people with swallowing difficulties to enjoy familiar flavours with dignity, reducing the pressure on caregivers to prepare meals. The brand will continue to develop more flavours and expand its sales network to serve more people in need," he added.

MARKETING-INTERACTIVE has reached out to Café de Coral for more information. 

Related articles:

Café de Coral delivers unique dining experience with AI-generated campaign
Café de Coral serves up Cantonese wordplay in its HK hotplate steak ad