GFF Stories

For Breast Cancer Awareness Month, Joyce emphasizes how small food choices impact health. While excess sugar fuels inflammation and health risks, we don't need to skip sweet moments - just choose smarter options. GFF's menu stems from real customer stories, like high-protein brioche for someone whose father missed bread, or a 3g-sugar chocolate cookie for a GSK health campaign. Health is built through everyday swaps that add up over time.

Joyce shares her mental health struggles during the Circuit Breaker, and it taught her that no one should face life alone. A friend's simple "How are you?" reminded her of the importance of community. Now she's open about challenges with family and sees Guilt Free Food as part of this philosophy. Each product exists because of real customer connections. For World Mental Health Day, she encourages people to genuinely check in with each other.

27 rolls later, here's how GFF began and how founder Joyce Chung built a brand of joy and nourishment.

Birthdays are always a time of reflection. This year, I imagined sitting down for coffee with my 25-year-old self—a version of me who never thought she’d be a baker, let alone the founder of Guilt Free Food (GFF), a bakery specializing in healthy, guilt-free cinnamon rolls and desserts. In this imagined meeting, she was skeptical. She never saw herself waking up at 2 AM to bake, standing on her feet all day, or trading high heels for an apron. But as I shared my journey—the 27 iterations of perfecting my cinnamon rolls, the emotional moment when a mother told me...