GrabFood, Thailand’s No.1 food delivery platform¹, has revealed that “egg tarts” have emerged as one of the fast-growing and best-selling bakery items on its platform, recording over 80% growth in the first half of 2025. Over 11,000 merchants now offer egg tarts—nearly triple the number  from last year—highlighting strong consumer demand and expansion opportunities within the category. 

Building on this momentum, the app has partnered with YOLK, Thailand’s leading specialty egg tart brand, to launch “Proudly, Made in Thailand”—an exclusive collaboration with four prominent Thai brands to co-create limited-time assortments inspired by their signature menus. These new creations are available for delivery exclusively via the Grab app.

Chirakit Kwangsukstith, Senior Director – Deliveries, Grab Thailand, commented: “Egg tarts have made a strong comeback in late 2024, becoming a popular pastry, especially among early adopter foodies in Thailand. YOLK, one of the country’s most recognized specialty egg tart brands, has played a key role in driving this trend, gaining strong traction on social media and performing well both in-store and via delivery.” 

“In the first half of this year (January – June 2025), egg tart sales on GrabFood grew by an impressive 80%.  This surge in consumer demand has been matched by supply growth, with the number of merchants offering the pastry nearly tripling to over 11,000”

“YOLK has consistently introduced new products beyond its original recipe,  creating unique flavors such as the Uji Matcha Mochi Egg Tart in collaboration with a premium matcha brand MTCH, and the Super Vanilla Crème Brûlée Egg Tart with HOLIDAY PASTRY, a premium bakery brand under the same ownership. This latest collaboration, in partnership with four distinguished Thai brands endorsed by #GrabThumbsUp for their quality and taste, further exemplifies the success of our collaborative marketing strategy, connecting leading brands with trending categories and enabling the creation of new offerings that align with evolving consumer preferences.”

The “Proudly, Made in Thailand” collection features four limited-edition egg tart flavors, each reflecting the distinctive identity of its collaborator: the savory Truffle Honey Cheese Egg Tart with Ohkajhu, a Thai restaurant chain specializing in organic, farm-to-table food; the aromatic Dirty Coffee & Fresh Mochi Egg Tart with Songwat Coffee Roasters, a specialty café renowned for its artisanal coffee; the modern Thai Pandan Custard & Palm Sugar Caramel Egg Tart with Kaew Boutique, a contemporary Thai dessert brand; and the refreshing Kyoho Grape Jelly & Cream Cheese Egg Tart with JIANCHA, a premium tea brand. These exclusive flavors are now available at all YOLK stores and for delivery  through the Grab app until October 31st.

Sarin Ronnakiat, Chief Marketing Officer and Co-Founder of YOLK, stated: “The ‘Proudly, Made in Thailand’ project showcases the innovation and ambition of Thailand’s new-generation entrepreneurs. Each flavor highlights the unique identity of our partner brand, with GrabFood serving as a key collaborator. Since our launch, GrabFood has been our exclusive delivery partner, helping us extend our market reach, with the delivery platform currently accounting for 25% of YOLK’s total sales. With the platform’s insights and data, we have been able to refine our strategies and scale our business to effectively meet market demand.”

For more details about the “Proudly, Made in Thailand” collaboration menus,  follow GrabTH and YOLK Thailand.

1 GrabFood recognized as the most often used food delivery brand in Thailand for 2024, according to Kantar