STORY
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BRAND FOUNDERS
ASHRAF ALAMI
Director
NURSYAZANNA SYAIRA
Director, Head Baker
a fluff cupcake is born
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Fluff Bakery was started by Syaira, a self-taught baker, in 2012. Growing up, Syaira had a passion for baking and used to gift them to her family and friends. She found the traditional cupcake boring and decided to inject a filling into her cupcakes to make them more flavorful. Taking a red velvet cupcake, she decided to add Nutella to the center. It was a game changer and an icon was born!
A DECADE Of history
We are home to the original cupcake with a core and our Nutella Red Velvet is one of our bestselling cupcakes. Since then, we have sold over a hundred flavors of cupcakes from Salted Caramel, Ondeh-Ondeh and Bandung, just to name a few. We use good quality ingredients and our cupcakes are made from scratch while filling and frosting them by hand. At its peak in 2015, we were selling over 2000 cupcakes a day and we remain one of the more popular cupcakes in Singapore to this day.
Since 2016, Syaira has expanded the menu to include whole cakes, rustic loaf cakes, cheesecakes and cookies while donuts, flatbreads and gelato was added to the menu in 2020. Our gelato is made in small batches in-house and Syaira ensures the flavors remain unique and interesting. Some of the flavors we have experimented with are Lemon Cheesecake with Honeycomb, French Cream with Spiced Caramel and Cornflake Crunch as well as a Hazelnut Brownie gelato.
We have been in the heritage area of Kampung Glam for 10 years now, starting from a tiny store at Jalan Pisang in 2013 and subsequently relocating to our current flagship store in 2021 at 795 North Bridge Road. We also opened a Fluff Bakery café from 2017 to 2019 in the quaint neighborhood of Taman Tun, KL.
