Beyond the butter
WHETHER you’re a gourmand or just a follower of any foodie accounts on social media these past few months, you would have definitely come across or at least heard of Cupcakes by Sonja’s (CBS) newest star product, the CRUPCAKE. If you’re a lucky one, you would’ve already tried it. Cupcake queen Sonja Ocampo’s latest concoction definitely lives up to the hype. Imagine a buttery, soft, flakey pastry with a rich filling, not too sweet, finished off with a glaze on top. Take one bite, and then you realize it’s definitely not enough. This hybrid of a cupcake and a croissant will tantalize your taste buds bite after bite after bite. Looking for a treat on your cheat day? This is definitely it. It also makes the perfect gift for a loved one – for the holiday season or just for no reason. Because that baby blue box with a red ribbon just got a million times more exciting!
I will start with a disclaimer because I believe in honesty and integrity especially when endorsing something: Sonja is one of my dearest friends and hands down one of my favorite people on earth. But that being said, I am not one to applaud anything half-baked (no pun intended) nor am I one to talk about a product I feel half-hearted about. So all biases aside (and feel free to ask anyone who’s tried it; better yet, go get one for yourself) I am confident with this one. First and foremost, Sonja is not one to call attention to herself. In fact, if she had her way, she’d stay in the kitchen baking, or behind the counter assisting customers, far away from the limelight. So when this mild-mannered and soft-spoken wonder woman actually granted me the opportunity to write about her newest product, I did not let it go. After all, every coffee date I have with her (no matter how short or long) becomes an inspiring exchange of ideas. Allow me to share as much as I can of that with you.
Asked what inspired this genius of a pastry, Sonja quickly shared that it was in fact her travels that sparked the idea. Having heard of the cruffin (hybrid of a croissant and a muffin) that has been making waves in Australia and America, she decided to experiment and put in her own twist. She was at the time, after all, looking for a follow-up hybrid to the cupparon (cupcake macaron) she launched a few months back. The crupcake is more of a croissant than it is a cupcake, and thus, definitely outside the usual DNA of CBS. But because Sonja never settles, and after eight years of whipping out cupcakes realized that she wanted to put the skills she acquired during her years in New York, in making breads and laminated doughs to use, she decided it was time to take a leap out of the brands’ comfort zone. This constant passion of hers to move forward is indeed admirable as it is infectious – in a good way, of course.
Many people are wondering why the crupcake is available in limited batches only, at certain times and for now, only in two of her stores (Serendra and Rockwell). One would be quick to assume that it’s a marketing strategy to get people to grab more, when in reality, it’s actually the farthest from that. Staying true to her core like always; truth be told, it is because it is what her stores can handle. Sonja shares that “very little people know that we actually operate somewhat like a mom and pop in that we don’t have the equipment needed to yield bread in volume. With the crupcake, we do it the old school way – culturing our own yeast and waiting for the dough to rise. That’s why we can only have them in limited quantities.” What does one make out of it? That there’s no stopping Sonja and that the most special ingredient in every crupcake is indeed the heart that goes into it – each one, definitely baked and filled with love. And that what’s really in their DNA is the desire to spread the genuine sweetness.
Since first opening its doors in Serendra almost a decade ago, with three employees and only six cupcake flavors, it most definitely is the passion of the woman at the helm of it all that has moved them forward, making them a trail blazer and innovator not only in the cupcake and cake world, but in the dessert industry. Sonja remembers being the cashier, the opening and closing staff member of her first store, and, looking, at how far the business has come, she cannot help but feel nostalgic and overwhelmed every single time. Sonja’s drive and humility is larger than life, even more admirable though is how she is always able to stay grounded because she makes a conscious effort “never to feel too comfortable.” It’s the people’s happiness and the satisfaction of her customers that keep them coming; the premium ingredients and the quality of the goods, but beyond the butter and the chocolate which she names as her two most essential baking ingredients, is the heart, the soul, and the passion of the woman behind her namesake brand that keeps those ovens baking. What’s next? More hybrids, she says, and desserts that aren’t necessarily cupcakes. For Sonja and her team, it’s all about growing from here. It’s about taking those leaps and bounds, accepting constructive criticism, feedback, and always being on the lookout to improve. Stay tuned. But for now, go and grab a crupcake! You won’t regret it, I promise.
*** Crupcakes are available in six flavors: Banana Nutella, Lemon Meringue, Pecan Pie, Peanut Butter Speculoos, Hazelnut Ferrero and Green Tea Matcha at Cupcakes By Sonja stores in Rockwell (12 noon, 3 p.m., 6 p.m.) and Serendra (9 a.m., 12 p.m., 3 p.m., 6 p.m.). Follow them on Instagram @cupcakesbysonja.