Small Cakes with Big Flavour: Q+A with Nicole Wright of Fresh + Frosted

Nicole Wright is in the business of making small cakes with big flavor. Her vegan cakes and treats business, Fresh + Frosted, is a hit among Sydneysiders at the Sydney Vegan Market where her creations sell out like hotcakes. But there is a subliminal reason why her cakes and treats are so popular.  She has a knack for creating those sweet treats and cakes from our childhood as luscious vegan versions. Think – wagon wheels, iced vovos, cherry ripe…The list goes on!

It seems that Nicole’s ability to draw on childhood nostalgia is her secret ingredient. Now, she has opened Sydney’s first vegan sweet treats bar and her flavours are accessible to everyone. Vegans and non-vegans are swooning over her soft moist crumbs and sweet options, as well as those if allergens may be an issue.

Nicole was on hand to answer a few questions about Fresh + Frosted as well as her decision to open a bricks and mortar shop. She also offers a smorgasbord of flavours that wants us to fly or drive to Sydney and sample Fresh + Frosted right away.

Nicole Wright, Founder of Fresh + Frosted
Firstly, why open Sydney’s first vegan sweet treat bar? Also, how did the opening go last month?

“When I moved back to Sydney in 2019, after living overseas for seven years, I found it very difficult to find the types of vegan treats I loved; full flavoured, generous-sized, and decadent. After having success at selling my sweet treats at markets for 18 months, I decided the next step was to open shop so I could share my creations with more people who want the same kind of tasty and decadent treats I enjoy.”

How long have you been vegan for and what influenced you to start Fresh + Frosted?

“I have been a vegan for three years (almost to the day!). The reason I started Fresh + Frosted was because of my own struggles to find vegan treats that tasted like their non-vegan inspirations. When I eat a vegan version of a Cherry Ripe, a decadent brownie, or an Iced Vovo, I want it to taste like the treats I grew up with (in my pre-vegan days). And if that was what I was after as a vegan, I knew there would be others out there that craved those flavours from their youth, but without the animal by-products.”

You spent time overseas before you became vegan? Did your travels influence you to become vegan? If so, why and where did you travel to that gave you that moment you’d go vegan?

“While I did start my vegan journey while overseas, it wasn’t my travels that influenced that decision. I started my vegan journey for my health but soon learned about all the other benefits of living a vegan lifestyle.”

Markets are a huge part of any culinary journey and a perfect testing ground for new vegan makers. Why did you decide to make the jump from markets to a fully-fledged bricks and mortar shop?

“While I am still a smallholder at the monthly Sydney Vegan Market, I knew I wanted to give my customers a way they could experience my creations more than just once a month. With the new Dessert Bar location, my customers do not have to wait until market day. They can stop in for a tasty treat when the craving hits!”

Photo credit: Fresh + Frosted
Describe the Fresh + Frosted experience for someone who hasn’t tried your products?

“Full flavoured, luscious textures, nostalgic flavours, rich and decadent treats that everyone can enjoy; vegans and non-vegans alike. Most of my customers don’t even realise they are eating vegan food! When they find out they have eaten a vegan cake, they are blown away by how soft and moist the cake is, or how full-flavoured the brownies are. We believe that every bite should be an experience, and that’s what we aim to bring our customers with everything we create.”

Nostalgia is a big part of the Fresh + Frosted story. What is it about nostalgia that is so important to you and your business?

“I think it’s hard for many vegans who start this journey later in life. Yes, we no longer want to eat animal products and happy to move to this lifestyle, but it’s quite hard to give up our favourite treats that we grew up on! I want to be able to give my customers those nostalgic flavours they loved so much but gave up for a greater cause.  And through my creations, I want them to re-live the fond memories they have of eating their favourite sweet treats in their pre-vegan life.”

Taste is a big element of your creations at Fresh + Frosted. Why do you think taste is such a huge factor when it comes to food and vegan food in particular?

“We all want to have a memorable experience when we treat ourselves, and taste plays a big part in achieving that. At Fresh + Frosted we believe that just because something is vegan, is shouldn’t lack in flavour! So we use fresh locally grown fruits, we use high quality ingredients like chocolate and vanilla, because it’s the quality of your ingredients that will produce the best flavours.”

Sometimes, vegan food gets a bad rap and it’s assumed that non-vegans are going to miss out on taste. Do you think this is a reason why people don’t want to go vegan?

“I think its part of it, yes.  It took me a long time to try the vegan life because in the past, when I did experience vegan food, it was tasteless, had weird textures, and was filled with strange ingredients. Honestly, that was what put me off making the change until I was 43! But now, vegan food has come a long way and hopefully non-vegans will give it another go because vegan food can taste truly incredible when it’s done right!”

Fresh + Frosted uses fair trade Madagascan vanilla and Belgium chocolates. Are there ingredients that are specifically Australian you use, too?

“Most of our ingredients are Aussie made. We support local farmers buying fresh fruit from them, and most of our pantry items such as flour, sugar, etc, are all Aussie made. The reason we use Belgium Chocolate and Madagascan Vanilla is because they are far superior products, which – as a result – completely change the flavour of our treats.”

Photo credit: Fresh + Frosted
What do you think of Australia’s current vegan food situation and where do you think Australia’s vegan food scene will be in, say, five or ten years’ time?

“I think Australia has come a long way in the last few years and it will only keep getting better. In the next five years we will see (good) vegan options increase exponentially, which will be great for vegans, and those who want to give a vegan lifestyle a try.”

What can people expect when they visit your new Fresh + Frosted store? Also, what would you recommend to someone who hasn’t experienced your creations?

“The first thing that surprises our customers is the fact we are actually vegan. We do not label ourselves as vegan, because we want everyone to experience our delicious treats without any predetermined assumptions that non-vegans often have about vegan food.  When we tell a customer what they just ate is vegan, they are very surprised at the taste and quality and can’t believe we produce such a soft moist crumb without eggs or dairy! What customers can expect is a decadent, full-flavoured experience with every bite. Our tag “Small Cakes BIG Flavour” definitely rings true.”

Sydney is one of the most vegan-friendly cities in the world. What is it about Sydney vegans and the vegan community there that makes it such a vegan-friendly destination for travellers?

When I first arrived back in Sydney after living overseas for seven years, I found that the vegan community here was quick to recommend the best eateries, events, and such to someone who was very new to the scene. There are so many great vegan [eateries] here in Sydney, and great events like the Sydney Vegan Market, which I’m sure, will please any vegan traveller.”

Have you served anyone who was not vegan, then decided to go vegan because of your products?

“Most of our customers are non-vegan due to our location. I don’t know whether we’ve actually ‘converted’ anyone to full veganism. However, we have had many many customers, who normally drink dairy in their coffee, say they loved our plant milk so much that they will start drinking plant milk at home. I think that in itself is a huge benefit to their health and of course our planet.”

Photo credit: Fresh + Frosted
What has been the hardest product in the Fresh + Frosted range to make vegan? How did you overcome the challenge?

“The hardest challenge for me is getting my vegan version to taste as similar to its non-vegan inspiration as possible. So when I create something that’s similar to Cherry Ripe, I won’t stop working on it until it actually tastes very similar to a Cherry Ripe. Because we specialise in nostalgic treats, I want to make sure I get the flavour as close as possible so our customers are taken back in time to when they enjoyed those treats as a kid. The only way to make sure I achieve this is by experimenting with the flavours until I hit the mark!”

Do those who have allergies, intolerances and eating issues miss out in your store? For example, I have Coeliac Disease so what would you recommend to me if I decided to visit Fresh + Frosted?

“We pride ourselves on making sure everyone can enjoy our treats. You will find treats that are nut-free, some that a gluten-free, some that are soy-free, and even some that are refined sugar-free, to make sure we cater to all dietary issues and life choices. No one should miss out on tasty treats!”

What does the future hold for Fresh + Frosted?

“For now, we will focus on building our brand here in Sydney, and open more outlets over the next five years. But who knows, we may very well see ourselves expanding into other states down the track.”

Try the luscious, nostalgic flavours at Fresh + Frosted for yourself. Head to the Sydney Vegan Market at EQ Moore Park each month or the new Fresh + Frosted shopfront at 58 Tennyson Road, Mortlake New South Wales 2137, open Thursday to Sunday 8.00am to 1.00pm (closed Monday to Wednesday). 

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