From Loss to Flourishing Bakery

Joyce Chung's journey with Guilt Free Food is nothing short of inspiring. After being retrenched from her position as a department head at a tech accessory company in Hong Kong, Joyce, 49, transformed her love for baking into a successful business. It all started in 2019 when her husband expressed disappointment over the lack of quality cinnamon rolls after they relocated to Singapore.

Baking with a Purpose

As a self-taught baker dealing with her own gluten sensitivity, Joyce aimed to create delicious yet health-conscious treats. Guilt Free Food epitomizes this mission, focusing on using quality ingredients and less sugar. Her renowned cinnamon rolls, especially the caramel-topped variety, have even been dubbed the best in town! With innovative flavors like cheesy Marmite and Vegemite rolls, her offerings are a hit.

Why a Takeaway?

The push for a commercial bakery came as Joyce began crafting cinnamon rolls with added health benefits—options like zero sugar, high protein, and keto-friendly choices. She saw a gap in the market where healthy offerings often overlooked specific dietary needs. By opening a takeaway shop, she aimed to provide better accessibility to her health-conscious delights for everyone, including those with celiac disease.

Her new shop is a cozy space within a condominium complex in East Coast, designed primarily as a takeaway to emphasize the quality of her baked goods. Although primarily focused on takeout, Joyce has created a small backyard area for customers looking to enjoy their treats on-site.

A Journey of Unexpected Twists

Setting up the bakery took a leap of faith and an investment of about S$40,000 (roughly US$30,455), primarily for kitchen equipment. "This was fully self-funded from the profits of my home-based business," Joyce disclosed.

Though her path hasn't been smooth—injuries during a ski trip left her on crutches for months—her passion never waned. During her recovery, she experimented with fermentation techniques, leading to the creation of a unique sourdough cracker recipe.

Inclusivity at the Core

Joyce's commitment to inclusivity extends beyond her recipes. Recently, she hired part-time help, including members from Dignity Kitchen, a social enterprise supporting individuals with disabilities. This reflects her belief that everyone deserves a chance to contribute meaningfully.

Embracing Family in Business

Despite the demanding hours—sometimes spending up to 16 hours a day at the shop—Joyce treasures her family's involvement. Her daughters, Siena and Venezia, eagerly help with customer engagement and taste-testing. With both Joyce and her husband now embarking on entrepreneurial journeys, they are teaching their kids the value of pursuing dreams.

Though the transition was challenging, Joyce has no regrets about leaving her corporate life. "I’ve found my purpose with my bakery," she said earnestly.

A Tasty New Addition

Starting April 20, Guilt Free Food introduces the Roll Bowl, a delightful weekend special priced at S$8.50 that combines the soft texture of a cinnamon roll, mochi muffin chew, and crispy sourdough cracker.

Joyce’s bakery is open Wednesday to Sunday, with special gluten-free bakes on Wednesdays. Visit Guilt Free Food at #01-23 Vibes@East Coast, 308 Telok Kurau Rd, Singapore 423858.

This remarkable story showcases how Joyce turned setbacks into a booming business, creating delectable options for everyone! Stay connected with Guilt Free Food on their social media platforms!