Epoch Times, Singapore Edition (Issue 498, Nov 7 – 20, 2014)
By Li Yen
Epoch Times Staff
If you love cupcakes, you would probably have heard of Twelve Cupcakes—a well-known cupcake brand in Singapore, Twelve Cupcakes is famously celebrated for its decadent and dainty cupcakes that come in an extensive range of flavours.
Their fluffy cupcakes with rich and buttery icing are what draw customers through their bakery doors. These sweet-looking cupcakes are not only lovely to behold, but taste as good as they look. With a new, creative and interesting flavour added to its menu each month, it’s no wonder that Twelve Cupcakes continues to be a hit.
I recently visited the newly opened outlet at 308 Lavender Street and sampled a box of their mini cupcakes. While a box of 12 mini cupcakes costs S$17.90 at other outlets, here it is sold for only S$12. This promotional price is only available at the Lavender branch, which is also where Twelve Cupcakes’ corporate office is situated.
In addition, a regular cupcake costs only S$2 at the Lavender branch.
Before making your way down to purchase these immensely satisfying treats, here’s 12 interesting facts you should know about Twelve Cupcakes!
1 Twelve Cupcakes is almost 3 years old. It started operations in July 2011, and its first outlet opened in United Square with only 2 service staff. Twelve Cupcakes expanded to 4 stores in their first year of business.
2 Established by former radio DJ Daniel Ong and Miss Universe 2001 and TV personality Jaime Teo, this attractive celebrity couple assure customers that their cupcakes are ‘handmade with love’. They produced their first 10,000 cupcakes at the United Square outlet.
3 Jamie loves to bake, and the cupcake ideas originate from Jamie. She is in the R & D team, and most of Twelve Cupcakes’ items are launched based on what Jamie and Daniel like to eat, and what Jamie thinks will work. If the cupcake is not appetising, Jamie will not launch it. All the names of the cupcakes are created by Jamie, with input from the staff as well.
4 Their best-selling cupcakes are Red Velvet, Chocolate Chocolate and Cookies & Cream. Salted caramel, which Jamie loves, was initially sold as a special, but it became so popular that they decided to sell it as an everyday item.
5 Twelves Cupcakes has 12 Everyday Flavours. The extremely enticing flavours include Red Velvet, Chocolate Chocolate, Cookies and Cream, PB Chocolate, Salted Caramel, Strawberry Vanilla, PB Jelly, Espresso, Strawberry Chocolate, Rainbow Vanilla, Vanilla Chocolate and Chocolate Banana.
6 There are over 50 Specials sold on a rotational basis, of flavours such as Green Tea Honey, Kinder Bueno, Black Sesame, Nutella, Chocolate Gingersnaps, Strawberry Champagne, Lychee Martini, Cranberries & Pistachios … and many more! Some of their specials may contain fruits and alcohol, and may thus cost slightly more.
7 A new flavour is launched every month, ensuring an endless stream of surprises at Twelve Cupcakes.
8 There are currently 15 outlets in Singapore, with expansion overseas to Jakarta, Taipei, Kuala Lumpur, Hong Kong and Manila. Interesting fact: the Taiwanese actually prefer their cupcakes to have a sweeter taste, and the green tea cupcake is their favourite!
9 Twelve Cupcakes uses premium ingredients like French butter cream in their baking, thus the texture of their cupcakes, butter cream, and cream cheese are smooth on the tongue. Whereas in other cupcakes shops, their cream might taste sugary as they use castor sugar.
The cupcakes are freshly baked every day, and they are produced in small batches using cake making techniques instead of muffin mixes to create the soft, moist and fluffy cupcakes.
10 The inspiration behind the name “Twelve Cupcakes” is because Jamie and Daniel think that 12 is a common number that pops up everywhere. Do you realise that there are actually 12 holes in a muffin pan, 12 numbers on a clock, 12 months in a year, 12 zodiac signs and 12 strikes to make a perfect bowling game?
11 Daniel heads the design of all shops. And recently, they have re-branded their logo and the shops’ interior design. In their old shops, the interiors are made of wood and brick wall, but now they use glass casing to create a more sophisticated and clean look.
12 Ladies love their dainty cupcakes, and most of their customers are female working adults. Many of their male customers are also thoughtful husbands or boyfriends who come to purchase these lovely treats for their significant other.
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