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Taiwanese pancake brand to open at Westfield London

Taiwanese pancake and snack brand, Wheelcake Island has secure its first standalone site through Shelley Sandze, which is due to open at Westfield London in W12, on November 15.

Having previously gained a following at Kerb, Brick Lane and Maltby Street Market, and with a current spot at Old Spitalfields Market, this signing signals a new type of destination for Wheelcake Island.

The brand will serve up its wheelcakes, which are soft, moist, fluffy Taiwanese pancakes with creamy fillings in a variety of flavours including adzuki bean, chocolate, matcha and vanilla custard. There are limited edition flavours throughout the year, including pumpkin and mince pie.

The company name comes from the mythical ‘Wheelcake Island’, a land where the fat frog (the brand's mascot) once travelled to discover the secrets of the perfect wheelcake. It is also a reference to Taiwan, which is also an island.

JC Lin, Founder of Wheelcake Island, said, “The brief for our second location was to target a high footfall catchment with a mix of consumers – ranging from families to professionals – and Shelley Sandzer endorsed Westfield London as a highly suitable location for us to share our traditional Taiwanese wheelcakesl.”

Etai Page, Leasing Agent at Shelley Sandzer, added, “Wheelcake Island is an exciting young brand looking to expand in the capital. Our personal approach meant we were quick to understand their needs for a new site that would increase the brand’s exposure, and they will no doubt benefit from Westfield London’s high footfall. We are delighted to support their expansion into this fantastic site.”