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March, 2024

The Hallway and Wholegreen Bakery unveil world’s first GF ‘cardboard cake’

Independent advertising agency, The Hallway, has teamed up with Sydney Gluten free bakery, Wholegreen Bakery to create what they’re calling the world’s first ‘Cardboard Cake’.

This unique creation, which is Coeliac-Australia-accredited, is designed to challenge the common perception that gluten-free food tastes like cardboard. The cake is the result of a design process led by The Hallway, which involved the development of a bespoke baking tray to mimic the shape of cardboard grooves for mass production.

Wholegreen Bakery was founded in 2014 by Cherie Lyden after she and her daughter were diagnosed with Coeliac Disease. The ‘Cardboard Cake’ is made with a blend of premium ingredients including butterscotch, coffee, cocoa powder, pastry, caramel and brown rice flour.

“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,” Founder of Wholegreen Bakery, Cherie Lyden, said. “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.”

The cake will be launched to the media on March 13 and will be available until March 17 across all three Wholegreen Bakery stores. A short film accompanies the launch of the ‘Cardboard Cake’.

“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,” Chief Creative Officer, and Partner at The Hallway, Simon Lee, added. “It’s been an extraordinary collaboration that’s taken our design and production smarts out of the studio and into the kitchen. Bon Appetit!”