[Matboni] Sold 30 Million in 10 Years... Spoonable Twosome Cake 'Abak'

10th Anniversary of Twosome Place's 'Abak'
Worry-Free Cake Eating Without Tipping Over
Leading the 'Everyday Cake' Trend with 30 Million Units Sold

Regardless of East or West, where did the custom of eating cake on special occasions begin? There are various theories, but the history of birthday cakes dates back to ancient Greece. At that time, the Greeks celebrated a child's birth and offered cakes to Artemis, the goddess of fertility and prosperity, to wish for health and longevity. The cake was made round to symbolize Artemis, who was also known as the 'goddess of the moon.' It is said that the reason we make wishes when blowing out the candles on birthday cakes today is in the hope that the smoke will carry our wishes to the goddess.

Cakes boast a noble history, but recently, the stereotype that cakes are only eaten on special occasions has been fading. Cakes have entered our daily lives. Especially among the MZ generation (Millennials + Generation Z), who say "I may skip a meal, but I never skip dessert," cakes are recognized as a comfortable dessert to enjoy after a meal.

One cake that has had a significant impact on this change in perception is Twosome Place’s 'Icebox,' which is celebrating its 10th anniversary this year. It is an American homemade-style cake made by stacking cookies and cream without baking the sheets in an oven, then storing it in the refrigerator. I recently tried the Icebox, nicknamed the spoonable cake, after a long time.

This product features layers of mascarpone cream and black cookies. The taste was moderately sweet, and the texture was moist and soft.

What impressed me the most was definitely the way to eat it. Unlike the typical wedge-shaped cake slices that you cut lightly with a fork, the Icebox is distinctly different because you scoop it comfortably with a spoon. Everyone has probably experienced the awkward moment when a slice of cake tilts and falls over while trying to eat it elegantly with a fork. With the Icebox, you can enjoy the sweetness leisurely without such worries.

Captivated by this comfort, 30 million Iceboxes have been sold so far. With an average of 300,000 sold every month even now, the popularity brought by this comfort is remarkable. Thanks to this popularity, the official name of Icebox was changed to 'Abak,' a nickname given by its fans.

While visiting to try the Icebox, I also tried Twosome Place’s recently launched 'Spoonable Berry Cookie Abak,' introduced to strengthen their lineup. It had black choco cookies and cube cheesecake embedded between pink berry mascarpone cream layers. The thick strawberry jam mixed like ice cream gave it a sweet and tangy flavor.

Recently, Twosome Place also improved the convenience of the packaging box exclusively for Icebox. I brought home some leftover Icebox, and unlike regular cake boxes that require multiple folds, this one is a one-touch box. You can hold it with one hand and scoop the cake with the other, making it possible to eat it anywhere, anytime, like a sandwich. It seems like a great sugar boost item for picnics with family or friends or for a quick energy recharge while working.

Since the launch of Abak, spoonable cakes have become easy to find in cafes, bakeries, and convenience stores. The cake, once eaten only on special occasions due to long-standing customs, is naturally blending into everyday life.