Awfully Chocolate is a bakery chain in Asia. It is known for its all-chocolate cake and other desserts. It has 17 locations including shops, cafes and restaurants.

History

Awfully Chocolate was founded by Lyn Lee, who left her job as an attorney to start the business in 1998. Its first store was in

Katong Katong (commonly referred to as Tanjong Katong) is a residential neighbourhood in the eastern portion of the Central Region of Singapore, within the Marine Parade planning area. The Katong district stretches from Fort Road area to the Joo ...

Singapore Singapore, officially the Republic of Singapore, is an island country and city-state in Southeast Asia. The country's territory comprises one main island, 63 satellite islands and islets, and one outlying islet. It is about one degree ...

. Only one type of cake was sold: a round six-inch chocolate fudge cake called the "all-chocolate cake". The store had an unusual

minimalist In visual arts, music, and other media, minimalism is an art movement that began in the post-war era in western art. The movement is often interpreted as a reaction to abstract expressionism and modernism; it anticipated contemporary post-mi ...

design in dark brown and white, with the cakes not on display. It received early attention for not looking like a typical cake store and for its similarly minimalist-looking single product. Its second store, at Cluny Court, was opened in 2004. By 2007 there were 17 franchise locations in China, Taiwan and Hong Kong. It later opened a cafe called Ninethirty.

Products

Cakes

The all-chocolate cake was Awfully Chocolate's first product. It was sold in whole 6-inch cakes. Half a year later, the chocolate banana cake was introduced, followed by the chocolate, rum and cherry cake for Christmas in December 1999.

Ice Cream

In 2005, Hei Ice Cream was released, the company's signature dark chocolate

ice cream Ice cream is a frozen dessert typically made from milk or cream that has been flavoured with a sweetener, either sugar or an alternative, and a spice, such as Chocolate, cocoa or vanilla, or with fruit, such as strawberries or peaches. Food ...

. They were served in containers that resemble American Chinese take-out food boxes, with the Chinese character "hei" that means "dark".

Seasonal products

Every Christmas, Awfully Chocolate sells log cakes based on its original all-chocolate cake.

References

External links

* Singaporean brands Singaporean companies established in 1998 Food and drink companies established in 1998 Retail companies established in 1998 Food and drink companies of Singapore Retail companies of Singapore 1998 establishments in Singapore {{Singapore-company-stub