FLOR, the artisanal cake brand under the ISMAYA Group umbrella, unveils its newest creation—24/Chiffon—a collection that brings a delicate blend of softness, elegance, and indulgence into everyday life. Crafted to be exceptionally light and melt-in-your-mouth soft, this series reimagines the timeless chiffon cake with a fresh, modern twist. Designed for life’s quiet rituals and joyful celebrations alike, 24/Chiffon turns the simple act of eating cake into a thoughtful, feel-good experience.
FLOR Introduces 24/Chiffon, Featuring Masterfully Soft Cakes for Every Moment
The debut lineup features four distinctive flavors: Keju Jadul, Brown Butter Banana, Espresso Caramel Chocolate, and Honey Cake—each crafted to stir emotion, evoke memory, and offer a moment of indulgence. From bold and uplifting to warm and nostalgic, each cake tells its own story.
“FLOR has always represented quality, creativity, and attention to detail. With 24/Chiffon, we see an opportunity to expand our footprint in the growing premium dessert category by offering a product that is not only delicious but also versatile and emotionally resonant. It’s part of our vision to continuously create meaningful experiences across ISMAYA’s diverse portfolio—whether through dining, lifestyle, or dessert,” says Cendyarani, President Director of ISMAYA Group.
Known for its boutique charm, FLOR continues to shine in Jakarta’s premium cake scene, backed by its artisanal approach, use of high-quality ingredients, and flavor-forward recipes. Beyond cakes, FLOR has also gained a strong following for its viennoiseries and pastries, with crowd favorites like the Pain Au Chocolat, Black Sesame Pocket Croissant, and Pistachio Calamansi.
With 24/Chiffon, FLOR carries that same commitment into a new category. Each cake is made with carefully selected ingredients, crafted with precision and technique to achieve an indulgent lightness. The texture is airy yet rich, with flavors that linger and satisfy without overwhelming the palate.
“Chiffon cake is simple in appearance, but it takes great care to perfect. It’s all about balance—the softness, the lift, the creaminess. With 24/Chiffon, we wanted to capture that understated magic and explore how different flavor combinations could bring out different moods. Each flavor tells its own story. Some, like Keju Jadul, connect us to something familiar and nostalgic. Others, like Espresso Caramel Chocolate, give you that bold punch in the middle of the day. There’s a cake for every kind of moment,” explains Kevin Krisna Pratama, FLOR’s Head Pastry Chef.
The 24/Chiffon Launch Flavors:
Keju Jadul
A nostalgic tribute with a refined finish. Layers of cheddar, Edam, parmesan, and cream cheese come together to create a savory-sweet flavor that feels both familiar and elevated.
Brown Butter Banana
Moist banana chiffon meets rich French brown butter, layered with caramelized banana cream. A comforting flavor that tastes like home.
Espresso Caramel Chocolate
A bold, sophisticated blend of espresso-infused Valrhona chocolate sponge, smooth caramel cream, and a glossy dark chocolate ganache. Ideal for an energizing midday pick-me-up.
Honey Cake
Delicate and naturally sweet, this cake is made with locally sourced Caliandra honey and topped with silky honey cream—delivering light, floral notes with every bite.
Now available in whole cake format, 24/Chiffon is perfect for gifting, sharing, or simply indulging at home. Soon, customers will also be able to enjoy their favorite flavors by the slice—offering even more flexibility to enjoy these refined creations throughout the day.
Whether you're marking a special occasion or just adding a sweet pause to your routine, FLOR’s 24/Chiffon collection invites everyone to embrace the art of soft, thoughtful indulgence—one bite at a time.
Available now at FLOR’s official store and online platforms.
