“Let them eat Cardboard?” In a twist on Marie Antoinette’s well-known words, impartial promoting company The Hallway has teamed up with Sydney-based Wholegreen Bakery to create a deliciously edible, Coeliac-Australia-accredited Cardboard Cake that may have gluten-free sceptics consuming their words. Literally.

Founded in 2014 by Cherie Lyden after she and her daughter have been identified with Coeliac Disease, the acclaimed Wholegreen Bakery is devoted to crafting distinctive, healthful gluten free candy and savoury baked items. Says Cherie: “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. 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.”

Cardboard in look, however not in flavour, the Cardboard Cake is the consequence of a rigorous Hallway led design course of involving improvement of a bespoke baking tray that would mimic the form of cardboard grooves so it could possibly be mass produced at the bakery. Created with a mix of premium elements together with butterscotch, espresso, cocoa powder, pastry, caramel and brown rice flour, the cake tastes as spectacular because it seems to be. The detailed flavour profiling proves there’s no have to compromise on style when observing a gluten-free weight-reduction plan

Says Simon Lee, Chief Creative Officer, and Partner at The Hallway: “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 shall be launched to the media right now and shall be obtainable for a restricted launch till March seventeenth 2024, throughout all three shops. A brief movie (above) accompanies the launch.

Website: www.cardboardcake.com.au

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

Wholegreen Bakery
Director and Founder: Cherie Lyden
Head Pastry Chef: Karina Sasse