‘Toilet Paper’ cake from BreadTalk to engage shoppers during pandemic

With panic buying among shoppers for essentials during the month of March and April, a major bakery chain has engaged its customers by launching a limited edition ‘Toilet Paper Roll’ cake.
Noticeably, toilet papers are one of the major essential items grabbed by shoppers to the point where supermarkets shelves were often emptied.
As shoppers probably have their highest ‘Top of Mind’ awareness over toilet paper, major bakery BreadTalk is taking advantage of this ‘awareness’ by launching this limited edition cake, which became a daily sell-out item.
Comprising layers of honey sponge cake and buttercream and shaped like a toilet paper roll, it costs S$10.80 (US$7.65) each and is sold at 3 of BreadTalk’s major outlets. Due to limited capacity, BreadTalk can only bake 150 cakes daily for both online and takeaway orders. However, it is looking at increasing its capacity.
BreadTalk came up with the idea, after seeing other countries’ bakeries producing their own versions of ‘toilet paper’ roll cake in response to consumers’ panic buying of toilet papers all over the world.
Consumers have taken the new cake launch positively with a ‘sense of humor’ with many sharing the photos of the cakes over social media platforms. As part of BreadTalk’s goal to make customers shop from home, it has implemented online ordering at fpls.in/breadtalkdelivers, besides working alongside delivery partners such as GrabFood.