Umassif: Massive Bread, Massive Taste in Shangdu Soho

Robynne Tindall, Contributing Editor | Jul 25, 2014 11:00 am | Add a comment | 1999 reads

A new bakery in Shangdu Soho, Umassif (原麦山丘), has been creating quite a stir on social media and Dianping since it opened in April. I finally got around to trying in the other day.

There are a dizzying array of breads on offer inside the sleekly-designed store. The focus is on creative flavors, but you can also find old favorites like a French Baguette (RMB 12) and Rye Bread (RMB 8).

Umassif aims to produce breads that are low in oil, sugar and salt, and while the breads are certainly a touch sweeter than Europeans might be used to, they are definitely less sweet than those on offer at staple Asian bakeries like Bread Talk and Paris Baguette. I was a big fan of the Honey Multigrain Pineapple Roll (RMB 28) which has an almost cheesecake-like filling swirled through. I can see why people queue up to snatch this as soon as it comes out of the bakery window.

See more pictures from my visit below: