Guilt Free Food

Guilt Free Food Guilt Free Food, your cinnamon roll specialist - vegan, egg-free, reduced sugar, zero calorie sugar, gluten-free and keto & diabetic friendly cinnamon rolls.

Also trending gluten free mochi muffins and jumbo cookies. I am a homebaker based out of Singapore. I am conscious about the sugar in my food intake. Hence, all my bakes are reduced sugar.

✨ 𝙎𝙚𝙘𝙪𝙧𝙚 𝙔𝙤𝙪𝙧 𝙎𝙥𝙤𝙩 𝙀𝙖𝙧𝙡𝙮! ✨ Some activities at Bloom Festival need pre‑registration or pre‑orders — plan ahead and join...
21/05/2026

✨ 𝙎𝙚𝙘𝙪𝙧𝙚 𝙔𝙤𝙪𝙧 𝙎𝙥𝙤𝙩 𝙀𝙖𝙧𝙡𝙮! ✨
Some activities at Bloom Festival need pre‑registration or pre‑orders — plan ahead and join the fun 💚

🌼 Upcycled Room Scenter Workshop — Craft your own eco‑friendly air freshener.
👗 Clothes Swap by Fumbles & Jumbles — Refresh your wardrobe sustainably.
🍰 Guilt Free Food — Pre‑order your delicious, healthy treats for the festival.

Plus many more exciting live upcycling stations & sustainability activities happening!

Bring your own bags and containers, come for the vibes, stay for the impact 🌱
📍 In front of UnPackt Shop (Rainforest Wild Asia)
🕒 11 AM – 6 PM, 23 & 24 May
🔗 unpackt.com.sg/bloom‑festival /(check out link in bio)

19/05/2026

Boutiques Singapore SS26 was one of the biggest milestones for Guilt Free Food so far.

Over 4 days, we watched hundreds of people stop by our booth, sample our bakes, ask questions, and then smile in disbelief.

“Wait… this is reduced sugar?”
“This is high protein?”
“How is it still so soft and fluffy?”

The most meaningful part for me over the few days wasn’t just the crowds or sales. It was seeing people realise they could finally enjoy treats again without feeling like they had to compromise.

Some were trying to reduce sugar intake. Some were looking for higher protein options. Some had dietary restrictions. Some simply came expecting “healthy desserts” to taste disappointing.

Then they took a bite, paused for a second, and looked genuinely surprised.

That has always been the heart behind GFF. Not diet food, and not food built around restriction. Just the belief that indulgence and care can coexist, and that people should still be able to enjoy dessert with everyone else at the table.

Somewhere during those 4 days, I also realised something else. GFF is no longer just a small bakery people accidentally discover. More people are actively looking for treats that help them feel included rather than restricted, and they are genuinely excited when they find them.

We are also deeply grateful to Boutiques Singapore Spring Summer 2026 for creating a space where independent brands like ours can be discovered, experienced, and understood beyond just labels or dietary categories.

To everyone who stopped by our booth, sampled our products, shared your stories, brought friends back, queued patiently, and supported us over the past few days - a BIG thank you.

Joyce Chung
Founder, Guilt Free Food
An inclusive bakery built with intent, baking treats with benefits, so everyone can enjoy.

12/05/2026

Three days to Boutiques Singapore, and for the first time, I feel like we are bringing the real shape of Guilt Free Food with us.

Not just the cinnamon rolls people first knew us for, but the full range of things we have quietly been building over the years.

Over time, I started noticing something very simple. A lot of people are not avoiding dessert because they want to. Somewhere along the way, eating became complicated.

Some stopped because of sugar. Some because of gluten. Some because they were trying to eat better without giving up the foods they love. Most people do not talk about it openly. They just quietly sit out.

That never sat well with me.

What began with one cinnamon roll slowly grew into a menu shaped around food freedom : zero sugar, gluten-free, high protein, vegan, reduced sugar but always with flavour first.

This year, we are also bringing our Roselle Roll made with actual botanicals from Luli’s tea blend. Slightly floral, lightly tangy, and less sweet than traditional festive flavours, it reflects the kind of direction we are moving towards: familiar treats, thoughtfully reworked for modern lifestyles.

More than anything, I hope people walk away from Boutiques feeling like there was finally something there for them too.

Open to public from 15–17 May
Boutiques Singapore
Level 2, 2C, Booth 04

08/05/2026

One unexpected part of preparing for Boutiques Singapore Spring Summer 2026 has been revisiting all the small details behind the scenes.

Including the sourdough cracker packaging.

Not a dramatic change.
But one of those little things that suddenly makes everything feel a lot more real.

The bakery is currently juggling production schedules, ingredient planning, booth prep, and stacks of packaging slowly taking over every corner.

A little chaotic.
But also strangely satisfying watching the Boutiques pieces finally come together.

07/05/2026

Things are starting to pile up.

Packaging.
Schedules.
Ingredients.
Production planning.
Boutique prep.

Trying to prepare for Boutique Fair while keeping daily production moving at the same time has been… a lot.

The team goes full force into sourdough cracker production while trying to meet the Power Box demand.

Somewhere in between all that, more packaging keeps arriving and the bakery is slowly turning into a warehouse too while we are building towards Boutiques.

We’re already drowning in Boutique prep and somehow decided this was the perfect time to create a new box too.So for , ...
06/05/2026

We’re already drowning in Boutique prep and somehow decided this was the perfect time to create a new box too.

So for , we’re putting together a special 3-roll box:
2 Classic Glaze cinnamon rolls
and 1 Roselle Botanical Roll.

The idea behind the Roselle Roll was actually inspired by something between East and West. The familiarity of a cinnamon roll layered with botanical notes more commonly found in traditional teas and herbal drinks.

Slightly floral.
Gently tangy.
A little unexpected.

Meanwhile the bakery currently looks like a cross between a production kitchen and a packaging warehouse.

And yes… we’re probably bringing the entire cinnamon roll family from high protein, zero sugar to gluten free and vegan with us too.

Still deep in prep mode over here, but this one felt too good not to share first.

I once thought someone was rude, and I was wrong.Years ago, I was having a meal and one of the servers did not respond w...
28/04/2026

I once thought someone was rude, and I was wrong.

Years ago, I was having a meal and one of the servers did not respond when I spoke to him. I assumed he was being dismissive.

Later, the manager told me he was deaf.

I never forgot that moment. He was doing his job properly, part of the team, capable, independent, and trusted. The capability was always there. My assumption got in the way first.

That experience shaped how I wanted to build Guilt Free Food.

Today, our team includes staff of different abilities, and working together has only reinforced what I learnt years ago: capability is often there long before people are willing to recognise it.

Inclusion does not always look dramatic. Sometimes it simply looks like giving someone a fair chance and the space to do well.

That matters to us

In my mind, I was still just a home baker, even after opening a shop.So when I was encouraged to apply for Boutiques Sin...
21/04/2026

In my mind, I was still just a home baker, even after opening a shop.

So when I was encouraged to apply for Boutiques Singapore, my first reaction was simple: am I even qualified for this?

Part of me felt that I needed someone more experienced to come in and set things up properly. I acted on that instinct and brought in experienced bakers, thinking they would fix what I thought I lacked.

But nothing really changed.

That was when I realised the issue wasn’t capability. I just didn’t trust what I had already built. Not because it wasn’t working, but because I hadn’t seen enough of it work to believe in it fully.

Building this has never been a straight line. It has been a series of trying, adjusting, getting things wrong, and doing it again. Over time, those repetitions add up. I start to recognise what holds and what doesn’t.

At some point, the decision becomes less about feeling ready and more about having seen enough to move forward.

So when the question came up again whether I should step into something like Boutiques… my answer was different.

I didn’t wait to feel ready.

I had seen enough to decide.

We’ll figure it out, like we always have.

She told me she hadn't eaten a cinnamon roll in three years.She had diabetes. And somewhere along the way, the things sh...
14/04/2026

She told me she hadn't eaten a cinnamon roll in three years.

She had diabetes. And somewhere along the way, the things she loved at the table became the things she had to avoid.

That's the conversation that stays with me as Guilt Free Food turns one.

It started the way most accidental things do. In 2019, I was retrenched from a job I loved in Hong Kong, just weeks before my birthday, shortly after maternity leave. I came back to Singapore, tried to find my footing, and then Covid arrived and sealed everything shut.

It was in that uncertain in-between season that my husband asked for a cinnamon roll. I found a recipe on YouTube and immediately started changing it, because I have never in my life followed instructions without tweaking something and praying it works out. The family loved it. We started bringing them to parties. And then someone said "you should sell these" and I laughed out loud.

27 recipe iterations later, I stopped laughing.

What drove those 27 attempts wasn't perfectionism. It was a specific question I couldn't let go of: why does someone with diabetes have to sit at the same table and eat something different? Why does the person who is keto, or gluten-intolerant, or vegan always have to negotiate?

They shouldn't have to. So we kept building until they didn't.

Last year, 13 April 2025, we opened our doors at Vibes@East Coast. The home-based business that was never supposed to become a business had its own shopfront.

She came back, by the way.

To everyone who visited, ordered, shared, or handed a box to someone you love... thank you for pulling up a chair.

Here's to year two.

📍 308 Telok Kurau Road #01-23, Vibes@East Coast
🕗 Tue–Thu & Sat–Sun, 8am–2pm
🔗 Pre-order at guiltfreefood.sg

Address

Singapore

Opening Hours

Monday 09:00 - 12:00
Tuesday 09:00 - 12:00
Wednesday 09:00 - 12:00
Thursday 09:00 - 12:00
Friday 09:00 - 12:00
Saturday 09:00 - 12:00

Telephone

+6584993935

Website

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