Norwich-based dessert shop Bellyboos is set to open a new location in the city’s Norwich Lanes area. Previously based in Chantry Place shopping centre, the family-owned business has gained popularity for its loaded milkshakes, pancakes, and cakes, amassing millions of views on social media platform TikTok. The new shop, set to open at 8-10 Lower Goat Lane, aims to bring its over-the-top dessert creations to a new audience. Bellyboos director Kallista Redmond expressed excitement about the move, stating that their goal was always to move to the city. She added that they are eager to see what the people of Norwich want and hope to go a bit crazier with their offerings.
Bellyboos is known for serving desserts inspired by the “freakshakes” trend that originated in America, which involves elaborate milkshakes topped with cakes, biscuits, and other sweet treats. This indulgent concept has gained popularity in recent years, and the shop’s viral success on TikTok can be attributed to their visually appealing and mouthwatering creations. Ms Redmond mentioned that the milkshakes have become so popular that customers often have to juggle between capturing the perfect social media photo and actually enjoying their food.
The Chantry Place store, which opened earlier this year, closed permanently in September. Despite this setback, Bellyboos remains optimistic about the future and is looking forward to opening their new location in the Norwich Lanes. The Norwich Lanes area is renowned for its independent shops and vibrant atmosphere, making it an ideal location for a dessert shop like Bellyboos. With the move, Bellyboos hopes to bring their unique and decadent offerings to a new customer base, while also catering to the desires of Norwich residents.
Overall, the opening of Bellyboos’ new shop in the Norwich Lanes area is an exciting development for the dessert shop. The move allows them to explore new possibilities and reach a wider audience for their loaded milkshakes, pancakes, and cakes. The popularity of their creations on TikTok showcases the ongoing trend for over-the-top desserts, and Bellyboos aims to continue capitalising on this trend. By opening in the Norwich Lanes, Bellyboos is embracing the independent spirit of the area and hoping to satisfy the sweet tooth of Norwich residents.
