Ms Joanna Goy at the Singapore Lactation Bakes store. (Photo: Hidayah Salamat)
SINGAPORE: “Eat, breastfeed, repeat” - that’s the tagline for a shop that opened last month in the heartlands specialising in bakes for the new mum.
Ms Joanna Goy, 31, is among a growing number of home bakers who have taken to offering cookies, muffins and brownies that purportedly help lactating mothers produce more milk.
The response has been so good since Ms Goy started her online business, Singapore Lactation Bakes (SLB), in 2015 that she and her husband quit their banking jobs to establish a brick-and-mortar presence at The Promenade at Pelikat mall in Kovan.
“We started out getting about 30 orders a month. Now we get up to 500,” said the mother of three. “When the demand started increasing, we moved operations to a shared kitchen, but even that wasn’t enough so we decided to set up a proper shop.”
An assistant preparing labels at the Singapore Lactation Bakes kitchen. (Photo: Hidayah Salamat)
Currently, the SLB store is a simple kitchen where the couple, together with an assistant, prepare cookies and muffins in flavours like butterscotch and oats, strawberry cream cheese and even Maltesers, which customers can collect over the counter. In time, Ms Goy, who is training to become a lactation counsellor, hopes to turn it into a space where her mummies clientele can interact with experts and each other.
“We only had door-to-door delivery, but with a physical shop, customers can collect their own orders and grab other products as well. We’ll also be providing takeaway drinks such as lactation lemon tea and chocolate, which are not available in the market yet,” said Ms Goy.
Ms Farhana Noor Mohamed is another home baker who has seen her business growing rapidly. The 32-year-old said she “needed a boost” after discovering she had a bun in the oven while still nursing her firstborn.
“I tried a variety of methods. I incorporated foods like salmon, soya bean and ajwa dates into my diet, and ate store-bought lactation cookies,” she said. “Some worked, some didn’t, some just didn’t taste good.
“Those that worked, I had to keep eating to maintain the boost. It got too expensive, especially for a stay-at-home mum, so I decided to bake my own cookies.”