South Aussies erupt over proposed change to Balfours frog cake recipe
Outrage has rippled through the state over news SA’s beloved frog cakes have been tampered with by the new interstate owners of Balfours.
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South Australians are fuming over news the iconic Balfours frog cake is being tampered with by an interstate company.
Western Australian company Aus Pie Co – which bought Balfours from San Remo last year – this week told The Advertiser it was introducing a new version of the famous SA sweet treat.
CEO Bruce Feodoroff claimed it will be “less sickly” than the original, which will still be available to purists.
Meanwhile, miniature frog cakes are being discontinued.
Despite assurances the new recipe featuring butter cream and chocolate will be sold alongside the frog cakes of old, locals aren’t happy
Uber-protective Advertiser readers were outraged by the announcement on Tuesday, with one Facebook commenter claiming Aus Pie Co – best known for Mrs Macs Pies – was “destroying an SA brand”.
Another woman chimed in to suggest SA-owned rival Vili’s should intervene and start making frog cakes instead.
“Touch the frog and we ride at dawn!,” another Advertiser reader, Amy Doupovec, wrote on the post.
“Another company down the drain you can’t fix what’s not broke … any changes will be hard to be accepted by South Aussie’s (sic),” Margaret Cook commented.
“DON’T YOU DARE,” passionate local Bec Anne exclaimed, while Jill Lang added: “Hands off our iconic frog cakes!”
Amanda Allison similarly said: “I’ve never eaten one and been away from Adelaide for 25 years, but do NOT mess with the iconic frog cake!”
Others claimed the price of frog cakes – currently available from $6.50 at supermarkets and bakeries – was far too steep.
“Make changes to the price, that’s a good place to start,” Izabella Twardowski wrote, with 23 users “liking” the comment.
Along with mini frog cakes, the beloved South Australian baker will no longer sell hot cross buns, croissants and bread products, which were previously purchased wholesale and resold.
Aus Pie Co chief executive Bruce Feodoroff told The Advertiser the company was losing money on the cancelled items.
“The previous owners were happy to sell for a loss, but we just can’t do that and we’ll have to re-evaluate the pricing model,” Mr Feodoroff said of San Remo, which previously owned Balfours.
“We’re currently in a conversation with our customers about what pricing will look like for the year ahead and next year, and we may bring them back depending on what sort of price they’re selling for, and what their customers are willing to pay.”
Balfours was one of the state’s best-known brands before Western Australian company Aus Pie Co took ownership last August.
Mr Feodoroff – who confirmed Balfours goods were still being made locally – said discussions were under way to make Balfours a national name.
Balfours was founded in 1853, only 17 years after South Australia was officially colonised, making it one of the state’s oldest brands.
Frog cakes were first sold in 1922, and along with “pie floaters” have become synonymous with the state.
The company was bought out in 2008 by San Remo, also South Australian, and its sale in 2023 marked the first time ownership had left the state.
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