My Story - Most Beautiful Low Calories Cupcakes in Singapore

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"If I use a recipe for 6 cupcakes, can I still produce 12 cupcakes?"

- That's the question that started it all.

Hi. I'm Josephine. This is my story. ⁣

For 22 years, I worked for tech companies in regional and global business development roles. I ran a $30m P&L, managed teams of people, worked in the UK, got stuck in Paris with no luggage, couldn’t get home from Sydney, learnt the decorum working in Brunei... life was great!
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In ⁣Aug 2019, my god (dog) daughter Lolo nearly died from kidney and liver failure. She was 14 - but we refused to give up. Started months of hospitalization and twice daily vet visits for her subcut. I needed a distraction. Something I can do indoors.

I started baking for the vets. I’ve never baked in my life so searched the internet for recipes. I was horrified at the amount of sugar, flour and fats in standard recipes. Then I found this Eating Well "How many calories are in your cupcakes?" article and realised - yes - they are so calorific!
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I became obsessed with this thought. If I use a recipe for 6 cupcakes, can I still produce 12 cupcakes? Theoretically the calorie count will be halved right? The testing started. I learnt about the size of baking and the role of each component.
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By Dec 2019 - I’ve got it. I’ve developed these secret proprietary recipes. Low calories. Perfect specific gravity.
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Then, I worked on making them pretty. I started learning floral piping off free youtube videos. This was the easy part. Developing the frosting recipes that are low calorie, delicious AND stable was the hard part.

Every cupcake, cake and shortbread cookie we make today still follows that same principle: you shouldn't have to choose between indulgence and your goals. We never use fondant, we make everything to order from scratch, and we obsess over the details — from hand-piped florals to natural colouring — so that "healthier" never means "less special."

The Good Cupcakes Company was registered in March 2020. The answer to the eternal question. “Why are there no low calorie cupcakes Singapore?”
150 calories. Delicious. Stunning. They’re perfect. ❤️⁣

As my journey evolves, it becomes clearer and clearer what my goal is.

F&B is a brutal industry. Many cake decorators can no longer do the job when they can't stand for 8 hours a day. But these are brilliant ladies with years of experience. I want to build a business that trains and offers them a job that's physically less demanding. Piping beautiful floral cupcakes is a job they can do sitting down.

I want to build a business that hires and trains middle-aged / older women. 

Thank you for supporting a small, Singapore-based business built on a genuinely personal reason to bake better.

— Josephine, Founder