There’s something magical about a cinnamon roll — the sweet aroma, the soft dough, the perfect swirl of cinnamon and sugar. That’s what first draws many to Guilt Free Food. But beyond the rolls, Joyce has built a bakery rooted in joy and nourishment. We sat down with her to learn more about her journey and inspiration.
Q: Can you introduce yourself and tell us a bit about your journey before starting GFF?
J: I actually spent most of my career in corporate roles and was the head of marketing for APAC based in Hong Kong. Baking wasn’t really something we did much at home. The only exception? Cookies. From breastfeeding-friendly lactation cookies to fun-shaped butter cookies with my girls, that was pretty much the extent of our family baking.
Q: What inspired you to start GFF?
J: It really started from a place of necessity to fulfil my husband’s craving for cinnamon roll. Coincidentally, after I was retrenched and unemployed for a year, I started my own digital marketing consultancy. I had been testing out digital platforms for one of my clients in the F&B space during covid and used GFF’s visuals as a case study. The cinnamon rolls caught on. Before I knew it, orders started coming in. It went from an experiment to a proper side hustle, and eventually, a full-time calling.
Q: What is the philosophy or mission behind GFF?
J: At its heart, GFF is about making treats more accessible. We believe everyone deserves a treat - whether you're diabetic, gluten-sensitive, watching your sugar intake, or just trying to eat better without sacrificing flavour. We make everything from scratch, use real ingredients, and avoid artificial sweeteners or preservatives. We firmly believe that joy and nourishment can be delivered in the same bite.
Q: What sets your cinnamon rolls apart from others in the market?
J: They’re the soul of our brand! We’re proud to say they come in a version for almost every lifestyle. What sets them apart is the care and intention behind them. In fact, my original roll recipe went through 27 iterations. We slow-ferment our dough, reduce sugar without compromising flavour, and constantly tweak to ensure the texture is just right. Also, they’re more than just a snack. Our customers have used them for birthdays, gender reveals, thank-you gifts, even as savoury ‘cakes’! That says something in itself :)
From zero sugar to high protein to fully gluten-free, there’s a cinnamon roll for every kind of cinnamon roll lover.
Q: What inspires your creativity in the kitchen?
J: Inspiration can come from anywhere — but a lot of it starts with our customers. One example that’s really close to my heart: a customer’s dad was undergoing chemotherapy and needed something nutrient-dense but comforting. That’s how our high-protein brioche was born. We also listen for gaps. If someone says, “I miss eating soft, chewy bread, but I’m watching my sugar intake”, that becomes a challenge for us to solve and of course to try to do so deliciously.
Q: What has been the most surprising or challenging part of starting your own food brand?
J: How personal everything becomes. There’s no switch-off. It’s not just operations and product. It’s all encompassing - your face, your energy, your name on the door. There were definitely moments when I felt like giving up, especially when I was stretched thin managing the shop, staff and orders. Thankfully, I was always able to come back to my “why”. I’ve learned that mindset is everything. Always stay curious, be open to feedback, and remember that every challenge is a chance to grow.
Q: Where do you see GFF in the next few years?
J: We’re already seeing GFF evolve from a home kitchen project into something much bigger. I’d love to bring our concept to more neighbourhoods, both locally and abroad. We’re also looking at more community events, wellness collaborations, and even new product lines. But whatever we do, it has to stay true to our roots: thoughtful, flavour-first, and full of joy.
Q: When you're not baking, how do you like to spend your time?
J: I’m a mum to two wonderful girls, and spending time with them, whether it’s making cookies or smoothies or just walking the dog — keeps me centred. They’re very involved in the business in their own way, from giving brutally honest feedback on bakes to writing “Best Cinnamon Roll!” on my name cards and handing them out to customers. I also practise intermittent fasting and read a lot about wellness. Not in an extreme way, but to understand how our bodies work and how we can better nourish them. That balance between health and pleasure is what shapes everything we do at GFF.
Joyce’s story reminds us that GFF is about more than just bakes, it’s about sharing joy, nourishment and community. Whether you’re looking for a treat that fits your lifestyle or simply something to brighten your day, every roll carries that purpose.
