Aussie bakery develops the world’s-first ‘cardboard cake’, via The Hallway
Sydney-based bakery Wholegreen Bakery has partnered with indie agency The Hallway to create an edible, Coeliac-Australia-accredited ‘cardboard cake’, that hopes to have gluten-free sceptics literally eat their words.
Founded in 2014 by Cherie Lyden after she and her daughter were diagnosed with coeliac disease, Wholegreen Bakery is dedicated to crafting gluten-free sweet and savoury goods.
The cake – which we can assure does not taste like cardboard, only looks like it – is the result of a rigorous design process led by The Hallway, involving the development of a bespoke baking tray that mimics the shape of cardboard grooves.
“If I had a dollar for every time I’ve heard people say that gluten free food tastes like cardboard, I’d be a rich lady,” Lyden said.
“We’ve been proving the sceptics wrong for years, but with the cardboard cake we’re taking it to the next level and tackling the misconceptions head on.”
Simon Lee, chief creative and partner at The Hallway, added: “This is a little cake with a big point to prove: that you can have a gluten-free diet and not deprive yourself of the pleasure of eating delicious baked goods.
“It’s been an extraordinary collaboration that’s taken our design and production smarts out of the studio and into the kitchen. Bon appetit!”
The cardboard cake will be available this week only from Wholegreen Bakery’s three stores in the Sydney CBD, Alexandria and Waverley.
Credits:
Wholegreen Bakery
Director and founder: Cherie Lyden
Head pastry chef: Karina Sasse
Creative & media: The Hallway
Public relations partner: Alt/Shift/
Andie Crawford – Managing director, Sydney
Nicole Baumli – Senior account director
Bronte Mather – Account manager
Metal fabrication: Metal-Tech Industries
Packaging: Premier Northpak
Photographer: Andy Lewis
Cinematographer: Milos Mlynarik
Editor: Adrian Barac
Colourist: Fergus Hally
Sound: Rumble
Sound engineers: Daniel William & Sean Wilkinson
Sound producer: Michael Gie
Website developer: Tye Brown
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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