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Building an inclusive food brand in Singapore through flavour-first, better-for-you treats across zero sugar, gluten-free, vegan and high-protein.
As featured in
The Starting Point
I didn't set out to build a bakery. As a mother, I started reading ingredient labels more closely — what stood out was how much of what we call "treats" relied on excess sugar and unnecessary shortcuts. I wanted something my family could enjoy without second-guessing what went into it.
What began as a home kitchen gradually developed into something more structured. Through repeated testing, iteration and customer feedback, I built a range of products designed to deliver familiar flavours in a more considered way — always keeping the experience enjoyable, while offering options for different dietary needs.
Over time, this evolved into a retail brand serving individuals, families and corporate clients across Singapore.
Today, Guilt Free Food focuses on:
- Zero Sugar
- Gluten-free
- Vegan
- High protein
The goal is not restriction, but inclusion — so more people can enjoy everyday treats without feeling excluded.
Discovering My Potential
My path into entrepreneurship came after retrenchment, which forced a full reset in how I approached work and identity.
What followed was not a quick pivot, but a gradual rebuild. What started as home baking became a structured business, and eventually a retail brand.
Looking back, the biggest surprise wasn't building a business. It was discovering I was capable of far more than I had ever imagined.
That experience continues to shape how I think about growth, resilience and the opportunities that can emerge from life's unexpected turns.
About
Joyce Chung is a Singapore-based entrepreneur and founder of Guilt Free Food.
She is known for building a flavour-first food brand that creates more inclusive ways for people to enjoy food, with options ranging from zero sugar and gluten-free to vegan and high-protein.
Driven by her own experiences with food, health and wellbeing, Joyce believes that enjoyment and intentional eating can coexist. Through Guilt Free Food, she explores how thoughtful food choices can support modern lifestyles without compromising on flavour or enjoyment.
Her work sits at the intersection of food, inclusion and entrepreneurship, with a focus on building practical solutions that help people participate more fully in everyday moments.
Building Guilt Free Food
2020
Founded Guilt Free Food
Developed the signature cinnamon roll recipe through 27 iterations and launched the brand from a home kitchen.
2021–2023
Building an Inclusive Food Brand
Expanded beyond cinnamon rolls to create options across zero sugar, gluten-free, vegan and high-protein ranges.
2024
From Home to Retail
Opened the first retail location in Singapore and introduced inclusive hiring practices as part of building the team.
2025
National Media Recognition
Featured across major Singapore media including CNA Lifestyle, The Straits Times, 8days.sg and Money FM.
2026
Boutique Fair Singapore
Introduced Guilt Free Food to thousands of visitors at Boutique Fair Singapore, significantly expanding brand awareness and validating demand beyond the neighbourhood.
Building beyond products
Building Guilt Free Food has never been just about the products we make.
As the business grew, so did the opportunity to create a workplace where people with different abilities could contribute, learn and thrive. Through partnerships such as Project Dignity, Guilt Free Food has welcomed team members who may not always find opportunities in traditional work environments.
The experience has shaped the way I think about leadership. It taught me that inclusion is not about lowering expectations. It is about creating the right environment for people to succeed.
This commitment to inclusive employment was recognised through the AmCham CARES Distinction Award, reinforcing the belief that businesses can create both commercial and social impact.
For me, building a business is not only about what we produce. It is also about the opportunities we create and the people we grow alongside.
Joyce shares lessons drawn from building Guilt Free Food, navigating setbacks, and discovering opportunities in unexpected places.
As a founder, mother and advocate for more inclusive food choices, she speaks openly about entrepreneurship, leadership, health, inclusion and the realities of building something meaningful from the ground up.
Her conversations are grounded in lived experience, practical insights and a belief that growth often comes from the challenges we never planned for.
Conversations I care about:
- Building a business from the ground up
- Discovering your potential after career disruption
- Creating food that people can enjoy without feeling left out
- Building inclusive teams and workplaces
- Health, energy and everyday living
- Growing a purpose-led business sustainably
Available for:
Panel discussions · Founder and leadership conversations · Corporate workshops · Podcasts and media interviews · Community and educational events
Press & Media
Joyce Chung has been featured across Singapore media platforms, sharing perspectives on entrepreneurship, reinvention and building a purpose-led business.
The Straits Times
The Straits Times
More menopause support in Singapore, from clinics to apps and events
CNA Lifestyle
CNA Lifestyle
Self-taught baker who sold cinnamon rolls from home now runs a retail shop in East Coast
Let's connect!
For speaking engagements, media features or collaborations:
📩 joycechung@guiltfreefood.sg
