In an audacious move that blurs the lines between culinary innovation and playful design, The Hallway, an independent advertising agency, has joined forces with Sydney’s Wholegreen Bakery to unveil what could be a game-changer for gluten-free cuisine: the Cardboard Cake. This Coeliac-Australia-accredited creation is set to dismantle the stereotypes surrounding gluten-free diets, one slice at a time.
Wholegreen Bakery, founded in 2014 by Cherie Lyden following her and her daughter’s diagnosis with Coeliac Disease, has always been at the forefront of producing extraordinary gluten-free baked goods. “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 shares. The bakery has consistently proven skeptics wrong, and with the Cardboard Cake, it aims to confront misconceptions directly.
Despite its cardboard-like appearance, the Cardboard Cake is far from bland. Born from an intensive design and production collaboration between The Hallway and Wholegreen Bakery, this cake boasts a rich tapestry of flavors, including butterscotch, coffee, cocoa powder, pastry, caramel, and brown rice flour. The cake’s aesthetic, imitating cardboard grooves, was achieved through the development of a bespoke baking tray, allowing for mass production without sacrificing quality or taste.
Simon Lee, Chief Creative Officer and Partner at The Hallway, reflects on the project’s ambitions: “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!”
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The launch of the Cardboard Cake is more than just an addition to the menu; it’s a statement. It challenges the preconceived notions about gluten-free diets and offers a delightful experience that promises to convert even the staunchest of skeptics.
The Cardboard Cake will be launched to the media on March 13 and will be available for a limited release until March 17th 2024, across all three stores. A short film accompanies the launch.
Credits
Wholegreen Bakery
Director and Founder: Cherie Lyden
Head Pastry Chef: Karina Sasse
Creative & Media: The Hallway
