When I received an invitation from Abigail Sy, co-founder and managing director of Bravefoods Global Concepts Holdings, for a private tasting party of their latest venture, I knew I couldn’t miss out.

In the short period of time that I’ve known her and her husband Kim Sy—who is the company’s co-founder and president—I’ve come to admire them as a power couple who pour their passion and dedication into every business that they pursue. They’ve put so much thought into their food products, as seen in their other food brands BLK 513 that’s known for its activated charcoal Greek yogurt and FRNK that serves beverages with a plant-based approach which are exclusively crafted from plant-forward ingredients.

“Get ready for a food-feeling connection experience with brand new buns and pastries that will blow your mind,” the text invite said. This only piqued my interest even further.

As soon as I arrived on the second floor of SM Megamall’s Atrium, I spotted the red-painted store right away. It’s warmly lit with yellow lights, creating an inviting atmosphere to enjoy a meal. Abi, being the gracious host, welcomed me and gave me a tour of their latest food venture which the couple named Felt.  

I couldn’t help but ask her right away, “Why the name Felt?” Abi revealed that she had been mulling over this idea during the pandemic. Like many, they realized that consumers were seeking brands that align with their personal values. “The pandemic heightened one’s awareness about health and well being, pushing people to focus not only on physical nutrition but also on emotional comfort and connection. Felt was created with these insights in mind,” she shares. As a result, each food item has been coined a name that evokes a feeling connected to its ingredients.

Felt only serves one type of bread, which they refer to as the Felt bun. “We’ve merged the flaky, buttery layers of a croissant with the soft and rich texture of a brioche, tailored to delight the Filipino palate across all ages,” she continues. “This flagship item is designed with a variety of fillings and toppings—savory, sweet, or even a creative blend of both, to address the different emotional and situational cravings.”

With over 24 flavors to choose from, selecting items from Felt’s Moodboard menu can be a challenge. Each pastry is a work of art, with names that resonate with to one’s feelings. My personal recommendations include the Labuyo Love Life (adobo egg, labuyo cream, Filipino bird’s eye chicken tocino) and Laing Home-cooked Meal (kangkong chips, creaming laing, an local keso) under their Anytime Brunch category priced at P245 each. For something sweet, try the Ube Staycation (dayap leche flan, ube cheesecake, and local keso) and Blueberry Quick Escape (Baguio dried blueberries and blueberry cheesecake, and Palawan Cashew Nut Cookie) from their Just-in-Time Treat that are available for P175 each. For Pick-Me-Up range, priced at P125 each, the Coco Alone Time (spiced coconut yema jam and Philippine cinnamon) and Pastillas Inner Peace (pastillas de leche and cream-o sandwich cookies) are always a hit when I bring them home to the family to enjoy.  

The couple also supports local farmers and small businesses. “We use assorted berries from Baguio that bring a fresh, tangy sweetness perfectly complements our creations, single-origin coffee that’s responsibly sourced and roasted in small batches, chocolates from Polomolok grown by a cooperative in South Cotabato, and fresh vegetables and fruits from farms that practice sustainable agriculture,” she adds, making every bite a celebration of our cultural heritage.

Felt also serves a selection of drinks, including coffee, chocolate, calamansi, and even wine. What caught my attention was their Planet-Friendly Upgrades made with upcycled bread buns. Abi notes,“Every bakery has its share of waste, like bread trimmings that we gather and repurpose into new pastries that have a longer shelf life such as Care Twists and Pudding Cups. These complement our main menu and help us make the most of every ingredient.”

“Instead of tossing out surplus ingredients, we get creative and use them to add something unique to our menu,” she sharesi. “It’s all about being smart with what we have and making sure we contribute to a more sustainable food system.”

Indeed, each bite not only evokes a certain emotion but also brings a sense of contentment and assurance that we’re contributing positively to our country through Felt’s sustainable practices. It’s a connected food experience that unites communities and food lovers alike.