Goldilocks gets a makeover

When I heard the news that Goldilocks was getting a makeover, I found it amusing to think that the fabled little girl with curly blonde hair had decided to have a rebond, or have her tresses straightened, or even have a drastic change of hair color... jet black, perhaps?

Actually, the well-loved bakeshop dear to our Pinoy hearts and taste now sports a brand-new look. Say goodbye to the cursive Goldilocks logo you know. Instead of the famous icon of the little girl with golden locks, what now greets us when we enter every Goldilocks store across the country is a simple letter, “G,” which is colored blue.

According to Pinky Yee, Goldilocks’ marketing director, it’s about time for a facelift in a pragmatic effort to give Goldilocks a more contemporary feel relevant to the times, and it’s the entire package, from store interiors and packaging right down to office and crew uniforms. I was commissioned to do print food styling for their menu display, as well as for the TV commercial, and was delighted with the new, colorful packaging they created. It just makes unwrapping the goodies — right down to gorging on them — an entire experience.

Our daily bread: The Goldilocks line of breads get a new look.

The story of Goldilocks is as sweet and satisfying as the delectable creations they have spun over 40 years, winning millions of fans in the country and beyond. The bakeshop is a certified global brand, with over 300 branches in the Philippines and several more in Los Angeles, USA; Vancouver, Canada; and, until recently, Bangkok, Thailand. 

Polvoron, caramel popcorn, chewy brownies, halo-halo, colorful, delightful puto and the fluffiest mamon ever — these are just some of the stuff sweet dreams are made of, which is why I’ve so loved Goldilocks through the years. And what makes Goldilocks short of amazing is its painstaking attention to consistency and quality — close to real, home-baked goodness despite it being a full-blown commercial enterprise — notwithstanding reasonable prices that make it available to just about every Juan. It’s the no-fail staple pasalubong of generations, the Goldilocks “bitbit” that always turns on the warmth and brings on the smiles. 

I guess credit also goes to G for commercializing the turo-turo, carinderia concept, now better known as fast food. I wouldn’t mind falling in line for a serving of their fat, stuffed native lumpiang ubod with a tall glass of gulaman for afternoon merienda. I heard Dingdong Dantes, one of their celebrity endorsers, has a constant craving for their dinuguan. Just recently Goldilocks launched Pinoy Deli, ready to serve Filipino classics such as laing and dinuguan in convenient pouches. It’s the perfect, thoughtful bitbit for loved ones living overseas.

As much as Goldilocks is a staunch promoter of Filipino tradition, the company keeps expanding its line with innovative products to serve a wider market. Delicious and nutritious can now complement each other with Goldilocks’ healthy offering of veggie bread, a value-added treat filled with chunks of tomatoes, bell pepper, chives — flavorful as much as nutritious. Dietary restrictions shouldn’t limit one from the joy elicited from their fill of desserts, which is why Goldilocks has created its Go Lite line of baked products, which is zero in trans fat and sugar-free. 

Luxury at its sweetest: The Luxe, a cozy dessert bar, showcases creative confections with a whole new atmosphere and menu. Among the decadent indulgences are creme brulee, petit fours, tiramisu and choco luxe.

And from the young blondie that has symbolized a Filipino bakery and won our hearts, what is Goldilocks’ latest milestone to date? The Luxe, a cozy dessert bar showcasing exquisitely creative confections with a whole new atmosphere and menu. With soft lighting and romantic interiors, it is the perfect place to linger over elegant pastries, specialty cakes and great company. Among decadent indulgences such as crème brulee, petit fours, and tiramisu, my personal choice from Luxe’s sweet temptations is the Choco Luxe. Luxe is geared towards satisfying the discriminating taste of the upscale market, but maintains reasonable costs affordable to all. There is a charming gift corner that serves sweets wrapped in artfully designed paper bags in blush pink, green and blue. And as always, it has the Goldilocks premium seal of quality. 

Goldilocks is a well-loved part of our past, present and future, without a doubt. Each product purchased and consumed promotes Filipinos’ innate values such as thoughtfulness, care and love for family. And it will continue to be part of our life’s celebrations big and small. We share in their fairy-tale success as they continue to commit to excellence to better serve us. Goldilocks will always be a part of our life stories. Just as its sweetness has made an indelible mark on us, so shall it conquer the rest of the world.