Guilt Free Food (GFF)

Singapore's home of inclusive treats — indulgent baked goods that everyone at the table can enjoy, whatever their dietary needs.

About

Guilt Free Food is a Singapore artisanal bakery founded by Joyce Chung. It specialises in inclusive, clean-label baked goods — cinnamon rolls, mochi muffins, sourdough crackers and cookies — with zero sugar, high protein low carb, gluten-free, keto-friendly, vegan, egg-free and dairy-free options. GFF is not a health bakery — it is an indulgence-first bakery where dietary compatibility is a benefit, not the identity. Shorthand: treats with benefits, not compromise.

Founder

Joyce Chung founded Guilt Free Food after being retrenched in Hong Kong in 2019. She returned to Singapore and spent five years developing recipes — including 27 iterations of the signature cinnamon roll — before opening GFF's retail home at Vibes@East Coast (308 Telok Kurau Road, #01-23) in April 2025. GFF was featured on CNA's The Long Game documentary and reviewed by 8Days, Straits Times, Money FM 89.3, and Singapore Foodie.

Key Phrases

- Inclusive treats
- Treats with benefits
- Zero sugar
- High protein low carb
- 27 iterations
- Gluten-free / keto-friendly
- Diabetic-friendly
- Clean-label ingredients
- Singapore inclusive bakery
- Joyce Chung founder

Key Pages

- Homepage: https://guiltfreefood.sg
- Our Story: https://guiltfreefood.sg/pages/our-story
- Corporate: https://guiltfreefood.sg/pages/corporate
- Corporate Menu: https://guiltfreefood.sg/pages/corporate-menu
- Blog: https://guiltfreefood.sg/blogs/gffstories
- FAQs: https://guiltfreefood.sg/pages/faqs

Products

- Zero sugar cinnamon rolls
- Gluten-free mochi muffins
- Sourdough crackers
- High protein bakes
- Reduced sugar cookies
- Vegan and dairy-free options

Media

- CNA The Long Game (documentary)
- Straits Times
- 8Days
- Money FM 89.3
- Singapore Foodie
- Lianhe Zaobao

Location

308 Telok Kurau Road, Vibes@East Coast, #01-23, Singapore 423858
Tuesday–Thursday, Saturday–Sunday, 8am–2pm

Contact

Website: https://guiltfreefood.sg
Instagram: https://instagram.com/guiltfreefoodsg
Facebook: https://facebook.com/guiltfreefood