Our Story

Some things stay with you. A year spent in Singapore as a child left Liam with a lifelong love of one thing,the perfect pineapple tart. The kind you find tucked inside the best bakeries of Singapore and Malaysia. Handmade, buttery, and worth every moment it took to make.

For years, the search continued quietly in the background of a long corporate career, from developer to boardroom, building things for other people. Then Covid came, the trips stopped, and the craving won. He made his own. Tweaked the recipe. Made it again. And somewhere along the way, quietly decided his were the best he'd ever tried.

He made a batch for the family one afternoon. His daughter looked up and said he should sell them. They laughed, they talked, and that thought stayed in their minds.

Then life shifted, as it sometimes does. A nudge from fate, a step of faith, and a conversation we couldn't ignore. Elaine and Liam founded Humbl Bites together, a family business, built around one thing we genuinely love making and sharing.

Every tart is still handmade in our Sevenoaks kitchen, with the same care as that very first batch.

The Pineapple Tart ... A Little History

The pineapple tart is one of Southeast Asia's most beloved baked treats, and one of its most misunderstood outside the region.

Its origins trace back to the 16th century, when Portuguese merchants introduced the pineapple, a fruit native to South America, to the Malay Peninsula. Local bakers folded it into their pastry traditions, and the pineapple tart was born. Over centuries it became woven into the fabric of celebration across Singapore, Malaysia, and Indonesia, present at Chinese New Year, Hari Raya, Deepavali, and Christmas alike.

In Singapore and Malaysia, the tart takes its most iconic form, a crumbly, melt-in-your-mouth all-butter pastry, topped or filled with slow-cooked fresh pineapple jam, caramelised to a deep golden sweetness. No cream. No fondant. No shortcuts. Just real fruit and real butter, made by hand.

Known across the region as kuih tart, and in the Peranakan or Nyonya tradition as one of their most treasured festive bakes, the pineapple tart carries centuries of culinary heritage.

In Hokkien, pineapple is called ong lai, which loosely translates as prosperity is coming. It is no coincidence that this is the tart that disappears first at every celebration, the one you make room for even when you are full, the one people ask about the moment they try it.

At Humbl Bites, we make our pineapple tarts the way they deserve to be made, by hand, in small batches, with fresh pineapple and all-butter pastry. Nothing artificial. Nothing rushed.

Made in Sevenoaks. Delivered Across the UK.

We are based in Sevenoaks, Kent, and every single tart is handmade in our kitchen and delivered fresh to your door across the UK.

We are a small business, and we are proud of that. Small means every tart gets the attention it deserves. Small means we never compromise on ingredients. Small means when you order from us, you are ordering from the people who made them.

We are just getting started. And we would love for you to be part of it.