Our Story

Best Chocolate in Saudi Arabia?

Discover Why Vlinder Chocolate Is Taking Over

WE GIFT WRAP

LOCAL DELIVERY AVAILABLE

Our Brand Promises

Maison Baillardran has sought inspiration beyond the region to create delicacies that are just as delicious.

The Vlinder Standard

More than just a viral trend. We combine Swiss chocolate mastery with authentic Arabian flavors to create a dessert experience like no other.

Premium Ingredients

We use only 100% fine Swiss chocolate, roasted premium pistachios, and golden crispy kunafa.

100% Authentic

Don't settle for imitations. As the official distributor, we guarantee the genuine viral taste and texture.

“Our mission is simple: To bridge the gap between global viral trends and your doorstep. We believe luxury shouldn't just be a video on your feed, but a reality in your hands.”

– THE VLINDER TEAM

2008

The first store

Sugar Town opens its first bakery and restaurant in London - an instant hit! Discover our passion to bake our way to a greener future…

2012

Design Project

Encouraged by Londoners’ enthusiastic response. We opens further branches in London and beyond.

2018

Celebrating 10 years of Sugar Town

We launch our first cake range in the early 2010s using our own family recipes. More than 10 years later we’re still making wonderful

2024

New express store

We launched our first PAUL Express Stores, an exciting concept that brings your favourite Sugar Town ‘slow food’ products to you more speedily

OUR PHILOSOPHY

Bridging Cultures Through Chocolate

We don't just sell chocolate; we deliver a global phenomenon. Our mission is to bring the world's most viral and luxurious flavors to your doorstep, ensuring an authentic experience in every bite.

Crafted with Passion

A heartfelt fusion of fine Swiss cocoa and traditional Kunafa. We put passion into preserving the authentic recipe.

The Gold Standard

We represent the viral sensation authentically. No imitations, just the premium quality that earned 5-star fame globally.

Pure Ingredients

We believe in honest ingredients. Premium pistachios, real butter, and natural cocoa—nothing artificial, just pure flavor.

Unboxing Joy

From the elegant packaging to the satisfy 'snap', we ensure every order brings a moment of pure happiness and luxury.