Fluff Bakery Opens First Store to  Cater to Overwhelming Demand From Over 14,500 Fans

Explosively popular bakery whose fame spread through Instagram opens first store at Jalan Pisang

Singapore, November 1, 2013 – Fluff Bakery, an explosively popular local bakery whose fame spread through Instagram, will open its first store at 12 Jalan Pisang in the Kampong Glam area on Saturday, November 2. Prior to its store opening, Fluff Bakery supplied cupcakes, cakes, cookies and baked goods and salted caramel in jars from a halal kitchen to Penny University, a café on East Coast Road and Parlour by Ashley Isham. It has also catered for various events such as the Reebonz and Kwerkee Fashion Festival 2013.


Queues form before the cupcakes are dropped off and Fluff Bakery’s fans come from all corners of the island for the cupcakes and queue up for hours. Unfortunately this means that some customers have to be turned away as the cupcakes can sell out in as little as an hour.


Fluff Bakery’s fame spawned from Instagram (@fluffbakery). Looking for a way to promote her cupcakes, Owner and Chief Baker Nursyazanna Syaira Mohd Suhimi set up an Instagram account which has managed to amass a following of more than 14,500 in a year. Fluff Bakery’s fame spread virally, prompting Fluff Bakery’s customers to post up pictures of themselves devouring Fluff Bakery’s cupcakes and cakes, propelling the unknown brand into fame.


Fluff Bakery is known for its delicious cakes and cupcakes with surprise fillings and innovative flavours such as Chocolate Milkshake and Fries and the Mooncake Cupcake. Its bestsellers include Red Velvet Cupcake and Salted Caramel. There is no fixed menu at Fluff Bakery, and the menu rotates daily, though best sellers are available every day. When the opening of its brick-and-mortar store, it will feature a weekly rotating menu to allow more time for its cupcake monsters to sample their wide range of flavours. With more than 80 flavours in its repertoire, Fluff Bakery’s fans are informed of the rotating menu through Instagram. All cupcakes are halal, and baked with fresh fruits, mascarpone and cream cheese.


Unlike other bakeries, no buttercream and fondant is used. Only the freshest and highest quality ingredients ever make it into Fluff Bakery’s cupcakes and cakes.


Fluff Bakery’s Red Velvet Cupcake has been featured in HerWorld as one of the 100 best desserts in Singapore, its recipes have been featured in Manja magazine, and Syaira has been featured in Berita Harian and a Channel NewsAsia documentary on local entrepreneurs.


Fluff Bakery was founded by husband-and-wife team 32-year-old Ashraf Alami and 26-year-old Nursyazanna Syaira Mohd Suhimi. Fluff Bakery first started when Syaira started baking for friends and family as a hobby. When she realised that she could not keep up with the orders, she was inspired to pursue baking full-time.


“I get to do what I love everyday – coming up with new flavours for our fans and followers. In the past 10 months, we have increased production from 90 to more than 400 cupcakes daily, and that’s still not enough. We get comments from our fans and followers asking for more cupcakes. With the opening of our store, we hope to be able to better meet demand,” said Nursyazanna Syaira Mohd Suhimi, Owner and Chief Baker.


“When we first started Fluff Bakery we never expected that the response would be so great. Our cupcakes are sold out daily, and we could not have done it without the support of our fans,” said Ashraf Alami, General Manager.



Fluff Bakery is a halal bakery that specialises in cupcakes, cakes, cookies and other treats. Cakes are sold at a range of $6 to $8 a slice, and cupcakes are sold at $4 a cupcake, with premium cupcake flavours at $4.50. It can also cater to a variety of events such as weddings and corporate launches.  Fluff Bakery is located at 12 Jalan Pisang in the vibrant Kampong Glam area. It is open Wednesday to Thursday from 11am to 8pm and Friday to Sunday from 10am to 10.30pm. For more information, visit their Facebook page: “Fluff Bakery” or follow them on Instagram (@fluffbakery).  




Liyana Stuart
PR Director
Anagram Group
+65 82502835