A popular health-focused bakery in Tsim Sha Tsui appears to have closed just two months after opening. On Sunday (Mar 8), netizens noticed the shutters were down, with some reporting the store had not been operating for over a week, sparking speculation about a possible closure.
GuiltFree, which opened in January, quickly became known for its “zero guilt desserts,” attracting health-conscious customers and dessert lovers. The bakery is also known for puff egg tarts, croissants, and high-protein yogurt drinks containing 10–15 grams of protein per cup, appealing to fitness enthusiasts.
The store once hosted a 10KG cup challenge: participants who lifted a 10KG iron cup for 20, 30, or 40 seconds could win food prizes. The challenge drew long lines and went viral on social media.
The bakery has not confirmed whether it is temporarily closed or permanently shut. Multiple attempts to contact the store went unanswered, and its social media accounts have been deleted, according to Sing Tao Headline, a sister publication of The Standard.
Online commenters noted the store had not been operating since last Thursday. While some focused on the viral cup challenge rather than actual purchases, others expressed concern, hoping the small business could survive.
