It
started with a lunch out with my friend, Emily, who felt strongly that we must
celebrate the official start of my next book project – the sequel to My Johor Stories: True Tales, Real People,
Rich Heritage.
A modest signboard on its whitewashed facade |
Emily
wanted to introduce me to Belly Treats so she picked a café at Taman Mount Austin
to have our lunch so that we could go to its location in this part of the city.
Emily
told me that for some time now, she had been ordering cakes and other goodies
with Haziqah Mazlan and used to collect the orders from her home in Taman
Perling. But she had recently set up shop for this business.
This
sounded rather interesting so I kept an open mind, anticipating something quite
highly recommended especially when Emily – who also enjoys baking – wanted to
introduce them to me.
A chalk-board with a list of Belly Treats |
When we
got into the car, Emily set her phone map to an address in Taman Austin Perdana
and we set off in search of Belly Treats.
We were
on a mission to track down this address and the light drizzle could not deter
us.
As she
was driving, Emily explained that Belly Treats is located close to the
industrial zone as it’s a bakeshop and not quite a café to welcome walk-in
customers.
She said since
2013, Haziqah was fulfilling bake orders while working from home. Then she
reached a point when she could no longer cope with the increasing number of
orders.
So in
2017, Haziqah decided to set up a bake-shop in partnership with her former
classmate, Nur Hasya Zainal Abiddin, and together they could meet more orders
and come up with more creative cakes.
Thanks to
the intelligent map, we found Belly Treats quite easily even though it’s away
from the major thoroughfare.
The cake that started it all, dubbed the 'Boyfriend Cake' |
Its
modest whitewashed façade has a signboard that simply announced, Belly Treats.
A
few ladies seated at a table, are happily tucking into slices of cake – they
probably couldn’t wait to get home to taste them – while the only other table
in the virtually bare front hall, was vacant.
This
is not quite a café, I remind myself as I take in the sight of the
glass-fronted chiller filled with a range of attractively decorated cakes and absolutely
irresistible pavlova desserts!
No
one was manning the counter but we heard voices in the rear – working in the
bakery section – so Emily and I take our time to admire the pretty items inside
the chiller.
From
the labels displayed, we can recognise Macadamia Cheesecake, Burnt Basque
Cheesecake, Mars Cheesecake, Thai Milk Tea, Cornflakes Crunch, and Pecan
Butterscotch among others, each designed with such generous toppings.
The Belly Treats team of Haziqah Mazlan [Left] and Nur Hasya Zainal Abiddin with a range of their baked products at Belly Treats |
I
was pleasantly surprised to read local flavours in their Durian cake, Ondeh Ondeh and Pandan Gula Melaka cakes!
They
have kept it authentic because I can even see a coat of fresh coconut flakes on
the Ondeh Ondeh cake and drizzles of melted Gula Melaka on top of the Pandan
Gula Melaka cake!
When
Haziqah and Nur Hasya have a few moments to spare, I quiz them about their
venture into the cake and bakery business and their experience since they
started out together.
The
young ladies explained that they were Form Four classmates at SM Teknik Johor
Baru and they shared a hobby in baking.
After
secondary school, they went their separate ways to pursue further studies and
after graduation, Nur Hasya – a Mass Communication grad – worked in Kuala
Lumpur for about a year.
Meanwhile,
Haziqah, who holds a Degree in Chemical Engineering, was busy at home,
fulfilling orders for her cakes.
Drizzles of Gula Melaka on the Pandan Gula Melaka Cake |
But
it all changed when Haziqah made a special cake to present to her then
boyfriend for his birthday. He’s now her husband.
When
she posted a photo of this Classic Chocolate Cake made with Cadbury Chocolate
on Instagram, she was deluged with positive comments.
While
this boosted her confidence and helped her to be more creative in her cake
recipes, it also made her work doubly hard to meet all the cake orders she was
receiving.
Apparently,
Nur Hasya, was also baking from home since 2016 when she came back to JB.
So
when these two former classmates reconnected again, all they could talk about
was their ideas for baking.
Macadamia Cheesecake |
One
thing led to another and these home-bakers decided to take their baking to the
next level and formed Belly Treats Cake & Bakery.
Initially,
the space they rented in Taman Austin Perdana was only for a studio and certainly
not for walk-in customers.
But
two months after opening their doors, they had no alternative but to put in two
tables and a few chairs to let customers – who cannot wait to taste – to sit
down and savour their delectable desserts.
I
recognised premium brands of quality chocolate like Daim, Mars, Maltesers and
Cadbury among others and notice that Belly Treats are not stingy about using
these as ingredients to enhance their quality cakes.
“Our
pavlova are daily bestsellers,” said Haziqah rather modestly about their
popular meringue-based desserts and added that their Chocolate Pavlova, are
sold out daily.
Pavlova are made fresh and sold out daily! |
Having
spied the premium brands of chocolate and generous cake portions, I could
understand that prices would also be rather high.
But
it’s interesting that customers are also willing to pay the price to enjoy a
special treat of their quality, premium and well-presented products.
Belly
Treats make every attempt to deliver their products fresh every day and the
response to their cakes and cookies has been very encouraging.
But
because both Haziqah and Nur Hasya have to be working together in the bakery,
they needed help with the daily deliveries to various parts of the city and
beyond.
Chocolate Chip Cookies in sealed packets |
These
IT savvy bakers then made use of social media to communicate their need for help
with cake deliveries.
The
positive response to their ad helped to set up a network of delivery agents to
meet orders from various areas including JB city, Taman Perling, Jalan Tebrau,
Bandar Baru Uda, Skudai, Kempas, Ulu Tiram, Kulai and Pasir Gudang.
I
cannot help but admire the enterprising spirit of these young bakers who are
living their dream of creating special treats to meet the tastes of customers.
From
birthdays to weddings and every occasion in between, the team at Belly Treats
is busy meeting orders for private parties and special celebrations, often
custom-made to the customers’ taste and specifications.
A coating of fresh coconut flakes on Ondeh Ondeh Cake |
It
looked like Haziqah and Nur Hasya are needed to meet walk-in customers and a
delivery agent who arrived to collect a range of orders to distribute in her
area, so our chat had to come to a close.
It
said a lot about this little bakeshop as more customers trotted in and made a
beeline for the chiller to check out its contents.
“But
what’s next for Belly Treats?” I asked the baking ladies my final question.
Their
winsome smiles spoke volumes. I waited while they looked at each other before
telling me that they have plans to relocate to a more central location
in the city.
Then
they would consider setting up their bakery with café facilities to welcome
walk-in customers.
Burnt Basque Cheesecake |
Meanwhile
they would continue serving customers online and meeting casual walk-ins at
their bakeshop.
Emily
and I could not leave without buying a Belly Treat each so while she picked a
Chocolate Pavlova, I picked a slice of Durian Cake for my mum.
So
go on. Give yourself and your family and friends a Belly Treats celebration for
your next special occasion!
I visited Belly
Treats Cake & Bakery when they were located at Taman
Austin Perdana.
BellyTreats is now relocated to No. 16, Ground floor, Jalan Dataran Larkin 5, Dataran Larkin, 80350 Johor Baru. Open daily from 11am to 6pm. Closed on Monday.
For daily
updates on the best bakes of the day, check out Instagram page for @bellytreatsjb.
Tel: +6011 - 1187 6059.