Food & Travel
32 November 7 – 20, 2014
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By Li Yen
Epoch Times Staff
With a new,
creative and
interesting
flavour added
to its menu
each month,
it’s no wonder
that Twelve
Cupcakes
continues to
be a hit.
I
Epoch Times
f you love cupcakes, you
would probably have heard
of Twelve Cupcakes—a
well-known cupcake brand
in Singapore, Twelve Cupcakes
is famously celebrated for its
decadent and dainty cupcakes
that come in an extensive range
of flavours.
Their fluffy cupcakes with rich
and buttery icing are what draw
customers through their bakery
doors. These sweet-looking
cupcakes are not only lovely to
behold, but taste as good as they
look. With a new, creative and
interesting flavour added to its
menu each month, it’s no wonder
that Twelve Cupcakes continues
to be a
hit.
I recently visited the newly
opened outlet at 308 Lavender
Street and sampled a box of their
mini cupcakes. While a box of
12 mini cupcakes costs S$17.90
at other outlets, here it is sold
for only S$12. This promotional
price is only available at the
Lavender branch, which is
also where Twelve Cupcakes’
corporate office is situated.
In addition, a regular cupcake
costs only S$2 at the Lavender
branch.
Before making your way down
to purchase these immensely
satisfying treats,
here’s 12
interesting facts you should
know about Twelve Cupcakes!
1
Twelve Cupcakes is almost
3 years old. It started operations
in July 2011, and its first outlet
opened in United Square with
only 2 service staff. Twelve
Cupcakes expanded to 4 stores in
their first year of business.
2
all
Established by former
radio DJ Daniel Ong and
Miss Universe 2001
and TV personality
Jaime Teo, this attractive celebrity
couple assure
customers that
their cupcakes
are ‘handmade
with love’. They
produced
their
first 10,000 cupcakes at the United
Square outlet.
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3
kes
Jamie loves to bake,
and the cupcake ideas
originate from Jamie. She is
in the R & D team, and most
of Twelve Cupcakes’ items are
launched based on what Jamie
and Daniel like to eat, and what
Jamie thinks will work. If the
cupcake is not appetising, Jamie
will not launch it.
All the names of the cupcakes
are created by Jamie, with input
from the staff as well.
4
Their best-selling cupcakes
are Red Velvet, Chocolate Chocolate and Cookies & Cream.
Salted caramel, which Jamie
loves, was initially sold as a
special, but it became so popular
that they decided to sell it as an
everyday item.
5
Twelves Cupcakes has
12 Everyday Flavours.
The
extremely enticing flavours
include Red Velvet, Chocolate
Chocolate,
Cookies
and
Cream, PB Chocolate, Salted
Caramel, Strawberry Vanilla,
PB Jelly, Espresso, Strawberry
Chocolate, Rainbow Vanilla,
Vanilla Chocolate and Chocolate
Banana.
6
There are over 50 Specials
sold on a rotational basis, of flavours such as Green Tea Honey,
Kinder Bueno, Black Sesame,
Nutella, Chocolate Gingersnaps,
Strawberry Champagne, Lychee
Martini, Cranberries & Pistachios ... and many more!
Some of their specials may
contain fruits and alcohol, and
may thus cost slightly more.
7
A new flavour is launched
every month, ensuring an endless stream of surprises at Twelve
Cupcakes.
8
There are currently 15 outlets in Singapore, with expansion
overseas to Jakarta, Taipei, Kuala
Lumpur, Hong Kong and Manila.
Interesting fact: the Taiwanese
actually prefer their cupcakes
to have a sweeter taste, and
the green tea cupcake is their
favourite!
9
Twelve Cupcakes uses
premium ingredients like French
butter cream in their baking, thus
the texture of their cupcakes,
butter cream, and cream cheese
are smooth on the tongue.
Whereas in other cupcakes
shops, their cream might taste
sugary as they use castor sugar.
The cupcakes are freshly baked
every day, and they are produced
in small batches using cake
making techniques instead of
muffin mixes to create the soft,
moist and fluffy cupcakes.
10
The inspiration behind
the name “Twelve Cupcakes” is
because Jamie and Daniel think
that 12 is a common number
that pops up everywhere.
Do you realise that there are
actually 12 holes in a muffin
pan, 12 numbers on a clock, 12
months in a year, 12 zodiac signs
and 12 strikes to make a perfect
bowling game?
11
Daniel heads the design of
all shops. And recently, they have
re-branded their logo and the
shops’ interior design. In their
old shops, the interiors are made
of wood and brick wall, but now
they use glass casing to create a
more sophisticated and clean
look.
12
Ladies love their dainty
cupcakes, and most of their
customers are female working
adults.
Many of their male customers
are also thoughtful husbands
or boyfriends who come to
purchase these lovely treats for
their significant other.