7th May 2025: The Baker’s Dozen (TBD), India’s leading artisanal bakery brand, known for creating authentic and quality baked goods, is making a bold move with the launch of its all-new Zero Maida Donut Cake. This is TBD’s most accessible baked product to date that brings together indulgence, health and affordability without compromising on ingredients or taste.
The Zero Maida Donut Cake is baked, not fried to delightfully blend the texture of donuts with the satisfying experience of biting into a cake. The choco-filled treat is created as the perfect on-the-go or tiffin snack for health-conscious consumers by eliminating palm oil, artificial flavours and refined sugar – all this without compromising on the flavour, taste or quality. It is the best new choice for mothers who want a good healthy product to satisfy their kids’ sweet cravings! It comes in single-serve packaging, making it perfect for lunchboxes or convenient on-the-go snacks. Furthermore, adding a touch of fun, each pack comes with a fun, complimentary sticker, making snack time more exciting for kids and ensuring a strong recall value amongst parents.
The Indian bakery market was worth $12.6 billion in 2023 and it is expected to reach $29.4 billion in size by 2032, reflecting a CAGR of 9.8%, according to a study conducted by Research and Markets. At the same time, urban Indians are increasingly seeking healthier alternatives to traditionally processed baked goods. The Baker’s Dozen has always been in the “sweet spot” – quite literally. The brand has already established itself in this space with its range of sourdough breads, artisanal cookies, preservative-free cakes, capturing majority market share in the premium baking category. With the introduction of the Zero Maida Donut Cake, The Baker’s Dozen seeks to reaffirm its position as a brand that aims to create a culture of honesty and excellence even with its simplest and most accessible of all products.
Sneh Jain, Co-founder and Managing Director, The Baker’s Dozen, said, “With the launch of the Zero Maida Donut Cake, the TBD goodness will be made available to a larger market – because why should they be held back from it? Moreover, consumer preferences are also evolving – mothers are actively seeking healthier snacks for their kids, while adults are gravitating towards on-the-go options that are tasty as well as healthy. By introducing this product at an approachable price point of just ₹30/-, all while staying true to our quality-first and no-nasties philosophy, we are tapping into a broader audience and aiming to disrupt the larger cake market. Hence, we are expecting this product to be a major growth driver aiming for annual revenues of INR 50-100 Cr in the next 2-3 years, and are excited for everyone to try it.”
“The Zero Maida Cake is our answer to the growing demand for healthier, convenient snacking options. With summer approaching, we wanted to create something special that parents could feel good about giving to their children as a tasty snack option without compromising on nutrition whatsoever,” explained Aditi Handa, Co-founder & Head Chef at The Baker’s Dozen. “It is packed with rich flavours and the goodness of real ingredients, perfect for a quick snack, tiffin addition once school resumes or even a mid-day treat for working professionals – because why should healthy snacking and satisfying sweet cravings be limited by age?”
TBD has always disrupted the market consistently with its healthy range of baked products, redefining industry standards. Staying true to its ethos, the brand has also taken significant strides towards sustainability by optimising its delivery routes to reduce emissions and minimising carbon footprints, ensuring a more eco-friendly supply chain. By streamlining logistics and partnering with “Climes” to offset carbon emissions, TBD is making every delivery a step towards a greener future.
Beyond its presence across quick commerce, e-commerce platforms and etailers like Nature’s Basket, Reliance and DMart, TBD is significantly expanding its reach. The Zero Maida Donut Cake will now be available across neighborhood kirana stores and offline snack retailers/ retail stores in Mumbai and Ahmedabad along with all quick commerce channels, making it easier than ever to grab a wholesome treat on the go.