Whoopie! La Boulangerie customers celebrate arrival of latest bakery trend

whoopiesLa Boulangerie, the bread and patisserie speciality business within the Brakes Group, will be one of the first in foodservice to launch an irresistible range of whoopie pies. Available to customers from September and keeping with classic flavours – chocolate and strawberry – the launch is in response to one of the hottest bakery trends to arrive in the UK this year.

Originating in America in the 1920s, the small sponge disks sandwiched with buttercream began appearing in Britain’s chicest bakeries in 2010, and proved an instant hit. Easier to eat than a cupcake, yet equally indulgent and visually appealing, whoopie pies can form the centrepiece of a main dessert, or be enjoyed as a mid-morning and afternoon treat.

Brakes will be the first foodservice company to take whoopie pies to market. The launch by the group’s bread and patisserie specialist, La Boulangerie, will allow restaurants, cafes, pubs, hotels and contract caterers to tap into the nation’s growing appetite for this versatile and trendy treat.

The company will be selling two varieties, chocolate and strawberry, in packs of 24. Individually wrapped, each whoopie is made with two sponge discs sandwiched with buttercream and decorated with icing and sugar nibs. Brakes is expecting a surge of interest from across its customer base thanks to these beautifully decorated and flavoured treats.

Decades

Business manager for La Boulangerie, Simon Cannell said: “Although whoopie pies have been around for decades in the States, they have only just made it to UK shores satisfying the nations need for the next big thing. They have real novelty value, with a striking visual appearance and super sweet flavour.

“They are extremely versatile – great as an afternoon tea option or part of a main dessert – making them a useful profit driver. We’re excited to be the first foodservice company tapping into the whoopie phenomenon, helping to turn an underground trend into a fully-fledged phenomenon.”

Whoopies are believed to have originated in the 1920s when Amish farmers’ wives started making them from leftover cake batter as a lunch treat for their husbands. According to the legend, the farmers shouted “whoopie!” upon discovering the sweet treats in their lunchboxes, and the name stuck.

Brakes whoopie range comprises:

Chocolate Whoopies: Individually wrapped and made with two chocolate sponge disks sandwiched with a delicious vanilla buttercream, decorated with chocolate icing and finished with attractive golden and bronzed sugar nibs. Available in packs of 24.

Strawberry Whoopies: Individually wrapped and made with two vanilla sponge disks sandwiched with a strawberry frosting, decorated with white icing and finished with flakes of real strawberry. Available in packs of 24.

Brakes Group

www.brakesgroup.co.uk