The Hallway and Wholegreen Bakery Make Gluten-Free Sceptics Eat their Words

“Let them eat Cardboard?” In a twist on Marie Antoinette’s famous words, independent advertising agency The Hallway has teamed up with Sydney-based Wholegreen Bakery to create a deliciously edible, Coeliac-Australia-accredited Cardboard Cake that will have gluten-free sceptics eating their words. Literally.

 

Founded in 2014 by Cherie Lyden after she and her daughter were diagnosed with Coeliac Disease, the acclaimed Wholegreen Bakery is dedicated to crafting exceptional, wholesome gluten-free sweet and savoury baked goods.

Cherie said, “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 appearance, but not in flavour, the Cardboard Cake is the result of a rigorous Hallway led design process involving development of a bespoke baking tray that could mimic the shape of cardboard grooves so it could be mass produced at the bakery. Created with a blend of premium ingredients including butterscotch, coffee, cocoa powder, pastry, caramel and brown rice flour, the cake tastes as impressive as it looks. The detailed flavour profiling proves there’s no need to compromise on taste when observing a gluten-free diet

Simon Lee, chief creative officer, and partner at The Hallway said, “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 will be launched to the media on March 13 and will be available for a limited release until March 17th 2024, across all three stores. A short film accompanies the launch.