Can a S$360 dream baked at home during a pandemic become a recognizable name across Singapore’s dessert scene? Wunderfolks answered that question by transforming from a home-based tart maker into a brand with multiple outlets, a loyal customer base, and a distinctive identity rooted in quality and patience.
From One Home Oven to Multiple Stores
Wunderfolks began in 2020 with co-founders Dale and Vincent, who poured their first investment—just S$360—into ingredients and packaging. Their timing intersected with a market hungry for comfort and indulgence. As consumers leaned into homegrown treats, Wunderfolks built traction through online platforms and word-of-mouth, creating momentum that outpaced many early-stage food ventures.
Rather than chase aggressive funding or burn cash on fast growth, they chose to grow solely from operating revenue. This strategy gave them full control over quality, brand image, and pace. By July 2023, they had expanded to four outlets—including those at Tampines Mall, Junction 8, and Lot One—and added a central kitchen or similar setup to scale production without compromising standards.
Their Signature? Handmade 8cm Tarts
Every tart produced by Wunderfolks reflects intention. At 8cm wide, each one balances a buttery crust with smooth fillings that favor taste over sugar shock. Their commitment to precision has earned them constant praise for texture and flavor pairing.
Best-Selling Tart Flavors
- Fruitilicious Mixed Fruit Tart
Featuring Madagascan vanilla custard and a colorful crown of strawberries, grapes, peaches, and blueberries. Customers love its balance—fresh, vibrant, never too sweet. - Valrhona Dark Chocolate Tart
Dense ganache made from premium Valrhona chocolate creates richness without overpowering. It hits the mark for those who prefer bold flavor with controlled sweetness. - Lychee Tart
A delicate blend of lychee rose mousse and lychee raspberry ganache. This floral-forward option appeals to those with a preference for light but layered flavors. - Lemony Meringue Tart
A French-style pate sablee crust filled with sharp lemon curd and topped with torched meringue. Tart, sweet, and visually appealing. - Hey Sesame Tart
Inspired by Asian dessert profiles, this one leans into nutty black sesame. Wunderfolks has refined its aesthetic over time while preserving the deep flavor.
Other Flavors in Rotation
- Maple Pecan
- Mango Passionfruit
- Apple Pie
- Matcha
- Raspberry Ripple
- Chocolate Hazelnut
Their range caters to both traditional tastes and those seeking something new. Customers can also order 9-inch whole tarts or the inventive “Duo Whole Tart,” which combines two flavors in a single base—solving the dilemma of indecision.
Beyond Tarts: Expanding the Menu
Although their reputation rests firmly on tarts, Wunderfolks hasn’t stopped there. Their patisserie range continues to broaden, pulling in fans of classic European baking and lighter desserts.
Popular Non-Tart Offerings
- Tiramisu (Alcohol-Free)
Served in Original, Biscoff, and Strawberry. These crowd-pleasers extend the brand’s inclusive approach—suitable for kids and those avoiding alcohol. - Croissants and Viennoiseries
Crafted in the traditional French style, each croissant carries rich, flaky layers. Baked fresh daily. - Cookies and Canelés
The canelé, with its caramelized crust and soft interior, rounds out their commitment to time-intensive baking done right.
Branding and Customer Experience
Wunderfolks’ approach isn’t limited to the kitchen. Their navy blue packaging adds a premium feel that makes their items highly suitable for gifting. Many customers specifically highlight the packaging as part of what makes their products special.
Pre-ordering is seamless via their website. Islandwide delivery and in-store pickup provide flexibility. This operational polish aligns well with their handmade ethos—maintaining warmth while still functioning at scale.
Cafe Barco: Extending Their Reach
Their expansion into Cafe Barco reflects a move into savory territory. Positioned as a Japanese-Western cafe, it serves a different customer base. Menu highlights include:
- Mentaiko Pasta with Salmon
- Chicken Katsu Burger
- Donburi rice bowls
- All-day breakfast sets
This venture introduces a contrast to the patisserie model. It adds a sit-down experience and taps into diners who prefer hearty meals with strong Asian-Western fusions.
Business Choices That Worked
Wunderfolks has made a series of decisions that show restraint and foresight:
- No External Funding
Every step of growth has been funded through internal revenue. This choice protected quality and avoided investor interference. - Multi-Channel Strategy
Sales come from retail outlets, an online platform, corporate orders, third-party cafe partnerships, and resellers. This spreads exposure without putting strain on a single income stream. - Internal Training Focus
Hiring skilled bakers is a challenge across the industry. Wunderfolks invests in internal development, which has helped them grow even with a tight labor market.
Pricing Snapshot
- Individual 8cm tart – S$8
- Box of 6 tarts – S$42
- Whole 9-inch tart – S$45
This pricing places them in the affordable premium segment—offering value through handmade quality without hitting boutique-level price points.
Final Take
Wunderfolks didn’t start with a shopfront, a team of chefs, or big capital. They built on good taste, discipline, and steady growth. Their product speaks clearly: no shortcuts, no gimmicks, just pastry done well. From home kitchen beginnings to four outlets and a separate café brand, they’ve managed to stand out without compromise.
