DUBAI // The creators of the world's most expensive cupcake now say they will donate 50 per cent of the profit from it to the World Food Programme.
The Golden Phoenix, which is made using 23-carat edible gold sheets, sells for Dh3,700 at the Bloomsbury store in Dubai Mall – although not often. Since it was introduced at the start of July, the shop has sold two.
Ashraf Hamouda, of the World Food Programme, pointed out that the income from a single cupcake could feed at least 1,850 children.
He described Bloomsbury's charitable gesture as "formidable generosity".
"This unique partnership is evidence that behind the biggest talents and business ideas, you often find the bigger hearts," he added. "As I would put it, a golden heart behind every Golden Phoenix."
Vinay Lall, the general manager of Bloomsbury's UAE, said the proceeds would be donated for as long as the cupcake was on the menu: "Hopefully for a long time."
"We all got together and were thinking of maybe auctioning a cupcake and giving something back," he said. "Then we decided to create the best cupcake in the world and donate the proceeds."
However, there was no mention of donations when the Golden Phoenix was launched last month to widespread derision on social media and accusations of bad taste at a time of economic recession and global concerns over food security.
Bloomsbury's said it spent a long time researching charities and chose the WFP as they "wanted to support a food-based charity".
"We took the decision of partnering with WFP after researching and seeing their hard efforts and direct connections with humanitarian causes," said Shafeena Yusuff Ali, the cake's creator.