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Dalston’s Newest Bakery To Give Away 500 Profiteroles On Opening Day • The Proof

They say the proof is in the pudding, but in this case The Proof is in the (business of) proofiteroles. Those with a sweet tooth, and an eye for the hot new thing, will no doubt already be familiar with The Proof for their nationwide delivery of scrummy sweets. They’re famed for their profiteroles ‘proofiteroles’, and it’s easy to see why. There’s a variety of flavours, a DIY proofiterole kit, a proofiterole cake, and even a proofiterole ice cream sandwich! But don’t let that distract you, the rest of their wares are just as delightful.

three multi-coloured fluffy looking desserts from The Proof
Credit: @CHARLIEMCKAY

The brainchild of Francesca Strange, who spent her childhood watching her Nonna making incredible desserts, puddings, cakes, and sweet treats, The Proof came about after requests from friends and family to ‘bring the pudding’ resulted in so many orders that she found herself starting a business. And now, after considerable success online, she’s bringing the treats to a physical location in Dalston Square from November 26. All the better for when those cravings strike and you can’t wait for your pudding to be delivered!


Their Dalston store will house a build-your-own profiterole bar (!) with a selection of fillings, sauces, and toppings, and a cake shop selling by-the-slice, cupcakes and whole cakes to go. They’ll also be offering coffees, all-day dining, and a gifting retail area with hampers, cards, flowers, books and wines. So it’s basically the ultimate one-stop-shop before visiting someone! All foods will be available to eat in or take away with coffee from Flying Horse, pastries, and breakfast options available from open. More substantial foodstuffs such as avo on toast, sandwiches, sausage rolls, and brand new savoury profiterole sandwiches will then be available from midday.

a bunch of cakes with perfect slices taken out of some of them, spread across a table
Credit: @CHARLIEMCKAY

Opening week for The Proof

The Proof will hit Dalston later this month, and in a move that’s sure to net them a legion of loyal fans, they’ve got a few in-store deals on the way. Ahead of their official opening, a soft launch will see them slashing prices and offering up their food at a whopping 50% off. Head on down any day between November 21 and 25 to get your hands on some impressively-priced puddings and sweets.


But they’re not stopping there. To really get the word out about their already cult proofiteroles, on November 26 they’ll be giving away 500 of their singature proofiteroles absolutely free. And once you’ve had one, you’ll definitely be returning at least once a week for more, more, more!

carrot cakes from The Proof, some of which have been cut open revealing their interiors
Credit: @CHARLIEMCKAY

Can’t wait? Head to their website and grab some dessert to scoff in the safety of your own home. No one can judge how quickly you devour the puddings when no one can see you doing it! Looking ahead, and after something special for Christmas? The Proof has you sorted with a delicious selection of Christmas desserts, puddings, cakes, and hampers, available to order for delivery for Londoners only.

Next time you need to bring the pud, head to The Proof. They’ll sort you out.

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