Caramel Apple of My Eye
They’re impossible to miss. Deeply golden orbs of various colors with what appears to be a chopstick pierced through their centers. For those who grew up with this childhood treat (me!) catching sight of these is like zipping back in time when kiddie birthday parties included bobbing for apples, decorating your own cookie, and of course eating those caramel apples, which to my mind, are the original dessert fondue. Sticky, chewy, sweet, and crunchy, it’s a treat that can’t be beat, especially now that I’m all grown up and I have a bigger mouth to take more satisfying bites.
“Most people who stop by ask me “Is that a doughnut?” So says SanFo treats owner, Rochelle Santiago, the purveyor of these caramel apples. “A few times people think it’s cake, then doughnuts. They think it’s new but it’s not. So I have to be in the store answering questions like how is it made? and why is it like that? But for the people who know about it, it’s a nostalgic treat for them.”
Rochelle grew up in San Francisco and held a job at Pier 39 making apples at the Embarcadero. Surprisingly, she would look for the sweet every time she’d come back home to Manila but wouldn’t find any. “The closest one I found was in Enchanted Kingdom where they sliced an apple and put caramel sauce on top of it,” she remembers. “But that’s not a caramel apple. So last December I decided to make a few and then I gave it to my fiancé [now her husband] to bring to work. So the 35 apples became I don’t know, 5,000 in 2 weeks. And I didn’t think anyone would order!” She exclaims.
The caramel apple is not a new invention. They were invented in the 1950’s by Dan Walker, a Kraft Foods sales representative, who used the company’s popular caramels to come up with an ingenious treat. SanFo Treats makes its own caramel from scratch, using the same recipe that Rochelle used at Pier 39. Tweaking it a little to allow for Manila’s humidity (moisture in the air prevents candy from hardening), it’s a delicious caramel made with butter and sugar and cooked to a particular temperature. “The apples are dipped thrice in caramel.” Rochelle explains. And speaking of apples, she tells me that she goes through the apples one by one, tapping each one to check for hardness and shine. “I choose the apples myself. The rock-hard ones are the best. Our caramel apples can stay at room temperature for four to five days but after that, stick it in the fridge. It’ll be good for as long as the apple is good.” While traditional caramel apples are made with Granny Smiths or Red Delicious, Rochelle prefers Fuji apples because they’re not too sweet or too tart and they’re juicy too. She readily admits that Pinoys don’t seem to be too fond of green apples.
Aside from the regular caramel-dipped one which purist me is a fan of, other flavors flying off the shelves are the apples with chocolate sprinkles, the marshmallow boulder, black forest with cherry, chummy bears, snow gecko, goldfish, peanut butter, and the cosmopolitan (pictured above) which is dipped in chocolate and then drizzled with a chocolate in a contrasting color. There are also apples with candy bar chunks of Butterfinger or Reeses’s Pieces. “There’s something new every day … we offer at least 50 varieties,” Rochelle replies, her eyes lighting up when I ask her if she ever runs out of ideas. “These are personalized designs. I come up with flavors everyday, and I haven’t thought about what wouldn’t go with an apple,” she avers.
Rochelle also accepts custom orders for personalized apples. Basically, if you can dream it up, she’ll make it for you. “Just give me a budget per apple along with the color and theme, and I can do it.” She tells me that she recently made a Dora the Explorer-themed caramel apple upon the request of a customer who wanted some for her daughter’s birthday party. Orange and pink sprinkles with lavender and pink chocolate, Rochelle “… liked it so much that I put it in the store and called it Princess.” Another order that’s now a store favorite is the Charley Brown, dipped in chocolate and decorated with yellow sprinkles, it uncannily looks like the shirt that the delightful cartoon character wears.
SanFo Treats’ caramel apples are P50-P80, depending on flavor. They’re relatively affordable, whereas if you buy them in the States, they’re $5 each. Also available are other candy novelties: Chocolate covered marshmallows (P25) and frozen bananas (bananas dipped in chocolate and then frozen) in various flavors (P30/P35/P40). Rochelle describes one frozen banana that has caramel in it: “… caramel that is drizzled around the banana and then we dip it in chocolate. So the effect is you eat the banana, you taste the banana and the chocolate and then you have this chewy candy as a treat after you eat the banana. I thought it would be hard but it became chewy. I like it.” Sounds like I’d like it too. If you’re lucky, you’ll be able to spot the Rice Krispies treats (they aren’t available often), cereal rice puffs bound with melted marshmallow, another kiddie treat that I’ve only seen in Wheatberry.
I have to ask, “So what do you say when people ask ‘how do you eat a caramel apple?’ ” Rochelle chuckles since she believes the answer is all too obvious. But she gamely replies, “Since we’re here in the Philippines and some people think it’s too messy to eat, I ask if they want it sliced. Otherwise, hold the stick, flip it over and bite. I love it when somebody comes over and grabs it by the stick and walks away eating it. That’s the greatest advertising ever!”
Rochelle has done exceedingly and impressively well for herself. Three stores in three months, all in excellent locations. She’s incredulous remembering how she just started SanFo Treats last November with her household team of two. Now she has a team of 12 that makes 600 apples a day! I’m impressed with her admiration for the apple. “Every apple goes through me. I put the final chocolate and the drizzles, that’s me. I dress them up before it goes to any store,” she says proudly. We talk a lot about how she loves what she’s doing and the word “passion” pops up frequently, as it often does when I interview people in the food industry. Rochelle talks of one day opening a café with “… those fudge bars that you cut up and weigh; selling a few deli products from San Francisco; serving hot chocolate, tea and coffee, and of course the apples. I’m in love with the product. I don’t consider it a business, it’s something that I’m doing that I love.”
SanFo Treats
*1/L Glorietta, fronting Tag Heuer
*U/L Megamall A, fronting Toy Kingdom, around the corner from Roti Mum
*Fun Ranch, beside Tiendesitas
Rochelle accepts party orders that include sno-cones and an activity table with a chocolate fountain and toppings where the kids decorate the apples themselves.
For inquiries call (632) 628-2993 / 0927-4637248.
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Backyard BBQ Cook Off
To remy who is obviously trying to pick a fight,
America also has problems with bugs just like any other country. I don’t know where you get your information from! I happen to know this because I live here!!! And you don’t need to “honey” me, I don’t even know who the hell you are!
Yes it is true that the problem is well controlled in US food establishments but I have eaten in numerous food joints in Philippine malls and frankly, I have not seen any roaches!! I don’t think Filipinos are careless enough to keep their food establishments dirty. I think Filipino food establishments especially in the AYALA malls are much more sophisticated and clean than how you portray them to be.
Oh yeah in case you were not reading Lori’s article on SANFO TREATS, Rochelle and Gerald are the owners of SANFO TREATS!
By saying that some establishments are lax with sanitation, well you are basically saying that malls like the AYALA malls are lax in sanitation. I don’t think this is going to fare real well with the AYALA corporation.
You may be picking a bigger fight than one that you can handle! Word of caution to you!!!
To SANFO TREATS customers, continue to enjoy SANFO TREATS! It has not let you down before!!
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Ms. Sanfo Lover,
Are you threatening me honey? What are you going to do about it? I believe you when you say America also has problems with bugs after hearing that you live there.
If you are not the owner as you say, have the owners given you any authority to represent them?
Who are you to assume that all customers of your store are all satisfied? ( it has not let you down before!! ) Oh please. And you claim to be original? What does original mean? And I thought this apple thing started in America!!! I assume that you know that since you claim that you live there. By the way, where in the states? Connecticut, Annapolis, Madison, street that is in greenhills perhaps?
I live there too. Stanford, in Cubao.
Oh yes! I’m picking a fight now. Huh… Huh..
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To remy who is trying to pick a fight,
SANFO TREATS ORIGINAL CARAMEL APPLE got its ORIGINAL name because of its ORIGINAL CARAMEL APPLE DESIGNS made and concocted by Rochelle, herself. The word Original can also mean “unique” or “one of a kind”.
Threatening you? I am just telling you to be careful with your accusations of lax sanitation especially with large establishments like the AYALA malls. Would you like them to be your enemies???
Oh I am really nobody to assume all customers are satisfied, my statements are made towards those who are happy with the products. Those who are not can go somewhere else. SANFO TREATS is not forcing all its customers to enjoy their products. You are free to like it or not to like it, its your choice.
I make these statements not to represent SANFO TREATS owners but to promote, protect and defend the business. Simple as that.
One last thing, i still don’t want you to “honey” me. Only my husband calls me that!
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To Sanfo lover,
Ok HONEY!!
Then I suggest you change your name and signboard to
“SANFO TREATS ORIGINAL CARAMEL DESIGNS MADE AND CONCOCTED BY ROCHELLE” Do you mean buko pies are also designed uniquely? Everyone here in hot Phillippines claim to be the Original Buko Pie.
How would I be enemies withe AYALA? What are they going to do? BLOG ME TO DEATH? And we’re talking about your space in the mall. Maybe your roaches are well trained. They only come out when the guards are not looking.
You sound like a security guard to promote, protect and defend. Is that your preamble?
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to remy who is trying to pick a fight,
Your arguments are now very illogical.
As I said before, I only write to protect, defend and promote SANFO TREATS so I will no longer respond to your illogical arguments. What for???
Any establishment in the mall is a part of that mall. The mall itself as well as the staff’s establishment are responsible for keeping it clean and orderly. To say that the sanitation practice of one establishment in the mall is lax reflects on the overall practice of the mall. As I said before, the malls especially the AYALA malls uphold strict standards towards the establishments within it. Read my previous post on the Sanitation practices of the malls as well as SANFO TREATS and you will understand.
No AYALA “will not blog” you to death. But you will never know who is reading this.
I also say to you remy, good luck on your FUTILE endeavors!!
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To Sanfo Owner,
So what!! I’m scared. Who cares who reads this site. I hope everybody reads it. You’re using this site together with that Edwin guy probably to further promote your product.
The problem with you is that everything that is said about your store must be positive. If you get criticized you get a fit. How great is your product? How many thousands have you sold? You have to be the owner. If you are not the owner, the owner should be notified. You’re speaking for them? I wouldn’t appreciate anyone to represent me without my approval.
Like I said. Your roaches are well trained. They only come out when there’s no guard around. he…he… he…
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To wipe that smirk off your face remy,
No, I am still not the owner of SANFO TREATS but I know you wish that I am so you can berate and insult me to death.
No, I am not representing SANFO TREATS when I give facts about their establishment. What I say about them is factual and I am free to talk about it whatever way I want. I will of course talk about positive things about SANFO TREATs as this is what I know about them.
Don’t worry, if I was ever going to represent people, I don’t represent illogical, mean people such as yourself. Roaches being trained? What a statement!!!
Here let me give you their phone number so you can report me to them:
(632) 628 2993/ 09274637248
Good luck again on your futile endeavors!!
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Wow, trained roaches…what’s next, maybe remote controlled roaches (since roaches have big antennas). Boy, am I so behind in today’s Internet age. A lot of people have been watching A Bugs Life Lately…Baka naman “Circus Roaches” ang susunod — Cirque Du Ipis?
Kung ayaw ninyo, huwag ninyong bilhin….oh diba?
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i have tried the sanfo treats’ caramel apples and i must say, its really yummmy!!!!
i got the one with nuts, chocolate n hazelnut and i have the girl slice it! its was really good!!!! i had to go back the next day to buy some more. but only this time, i placed it in the ref 1st before slicing it myself. i must say, its even yummier eaten cold! 
im thinking of getting sanfo treats for my baby’s 1st bday!!! GOOD JOB!! 
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dear everyone,
this is gerald javier of sanfo treats. thank you for your comments.
to clarify some matters:
1. we are in constant coordination with all our mall lessors (i.e. ayala, sm,
robinsons, etc.) regarding the sanitation and condition (including the reports
mentioned in the previous posts) of our leased spaces as
they are all very strict when it comes to the cleanliness and image of their
respective malls, and we are one with them when it comes to this. if you have
any issues or concerns regarding this, we will be very happy to address them
ASAP, and we will take them up with the respective representatives of the
malls.
2. with regards to the quality of our products and sales staff, kindly let us know
ASAP if you happen to be happy with them OR not. as mentioned, your
concerns will be addressed ASAP. the business is still very young; nonetheless,
we are very committed to find ways and means to improve our products and
services.
3. we treat this site with the utmost respect. we are not into getting people to
“write” for us nor are we into pretending to be somebody else to lift or to put
down anyone/anything. we are simply glad to be featured in this site. if
there are people who speak up for us or who share their love for our products and
services, we are likewise very thankful to them — they are friends of the
business.
4. we view competitors as opportunities to grow and to improve. we will find ways
to differentiate ourselves and to ultimately satisfy our customers.
Please feel free to contact me. The fastest way is to call me at 6282993 or to drop me a note at http://www.sanfotreats.com as i might not catch your posts here immediately.
Again, thanks to lori and to everyone who has contributed to the discussions.
gerald
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thanks Gerald, this time I’m sure you are the one of the owners. Yes truly, I say that I saw a little Cockroach at your place in Glorietta, that was about 3~4p.m. Sept. 12, 2007. It was swirling it’s way all over an apple. But sad to say as I was telling it to the saleslady, she was snubbish. Why didn’t she looked at it I don’t know. Maybe because somebody was buying, that’s my point. I thought that you are doing inspections twice a day, but I didn’t saw any of you there. You know it’s much better if you talk to the owners not their representatives because they can’t really decide right away what to do. And to the SANFO LOVER blogger, why is she so protective? Yes, yes, I know she really loves your product, but mind her, we the people knows best. Thank you for your swift response regarding this matter and more power to SANFO TREATS…
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You know I was at Glorietta around 4 pm yesterday, September 23, looking at the many selections of caramel apples at SANFO TREATS and guess what, I did not see any roaches! What I saw were rows of beautifully made caramel apples. Each time an apple was bought, the lady kept wiping the area were the apple came from making sure every morsel of sprinkle was wiped away.
Boy, do they keep their displays clean!
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I’ve also been such a great fan of Sanfo and even asked the owners if they are already offering a franchise of their store. I really want to set up a booth in MOA. But, anyhow, I love the new flavors, there was even one with a cute tiara. I think it was called cinderella. aptly named. It was so cute and they combined two of my favorite colors, purple and pink. I think I’ll get that for my next birthday party. I was also recently at a friends party where my inaanak had her 1st birthday and Sanfo was also there. They had such a gorgeous spread. The 3 fountians were so yummy. I’ve never seen a pink, white and milk chocolate fountain combination before. They even had a cute pink arch with teddy bears hanging . It was dreamy. i wonder how they come with such cute ideas. Form the stores, the decor, the products, the designs… am excited to see what they have to offer for halloween. This is how the caramel apple started by the way. I bet i’ll see some really fancy designs. I just love it!!!
Good luck to you guys, more power. I love your concept, I love that your products are so affordable and I love that am able to get your treats here in the Philippines. You guys are truly unique. I think next to Sanfo lover, am the next biggest fan.
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I’ve been a sanfo treat customer for sometime now and been very satisfied so I was really curious of the competition. I went to Alabang festival mall last weekend to see for myself. There it was, Czarinas gourmet apples. There were a lot of people crowding their display chiller. It was different. It was almost empty. I saw 3 employees of shakey’s pizza carrying about 4 dozen of those apples to pixie forest for a birthday party. A few minutes later, I saw staff of Czarinas coming to their kiosk to freshly replenish their display cabinet. My eyes nearly dropped when I saw the apples. They were really unique. You wouldn’t see a similarly designed apple. Each one is a work of art. My eyes nearly popped out again when I saw the prices. They were expensive. But people did not seem to mind. They were selling like hot cakes.
They have themed apples. They are giving the apples a personality. How they do that, I guess they are the only ones that knows. I personally love their bridal and debut set up. You have to see it to appreciate it. They even have corporate designed apples. The staff said they just got an order for 1000 pieces from a bank. They got bulk prices for bulk orders.
They said they will be opening 2 branches in october and probably 4 more in november. They will be opening in October at the Mall of Asia.
I will still be buying from Sanfo Treats of course because they are more of my price range. I have to admit though, In case I get some extra cash I might be tempted to buy from Czarinas.
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To all the readers:
There’s more to Sanfo Treats than just caramel apples. Check it out:
http://www.sanfotreats.com/products.htm
If you really want the top of the line caramel apples from Sanfo Treats, go to Hobbes and Landes on Bonifacio Street at Serendra.
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Claire,
I agree with you. The apples at Czarina look better. I guess that’s why they charge more and theirs are chilled. But what I liked most is that they dip on the spot. You get to choose your apple and get it dipped on the spot. Can’t get any fresher than that. Also the apples at Czarina is bigger. Way bigger. I got mine sliced on the spot. You should see how thick the caramel is. Include the chocolate and the toppings, you could say it’s about the size of a small queso de bola.
I bought their best seller. The triple nuts. Almonds,walnut and pecans. It was worth it for 200 Pesos. It is not true that all their caramel apples are expensive. You could one for 40 pesos. A fairly sized apples. Sliced and then doused with their buttery caramel.
I don’t know why people are getting worked up. This is an advantage for Czarina and Sanfo treats. The apples will be more exposed. There are 18 million people in manila alone. I don’t think Czarina and Sanfo can sell that much apple.
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This is what I call “correct promotion”. Walang siraan. Pagkatapos ninyong i-try yung isa, eh di pumunta naman kayo sa isa, di ba?
I totally agree with the fact that there are millions of people living in the Philippines. It will take several years for the Caramel Apple business to reach all the Filipinos. The “heatwave” just started. Brace yourself Caramel Apple Business owners!
To the satisfied customers of SANFO TREATS, keep on enjoying their products! There is more to come (direct hint to santa’s little helper! Thanks for being the second biggest fan!!!).
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claire,
Cheers!! I”m excited already to see what kind of apples Sanfo and Czarinaz will do this coming halloween and Christmas time. All I know is sales will be brisk. I hope they cope with the demands. I myself is planning to give away apples this christmas to my family and friends.
I inquired already for franchising at Czarinas but they declined at the moment. They said that it is very complicated to make these apples. I don’t know how complicated it is to put caramel on apples. Is Sanfo franchising? I’m from bacolod and I would like to bring this there.
The store manager at Czarinas said that it is not that easy to make this apples. Is that true? Why can’t I think of something like this? Anyways I hope that both stores become more successful. I hope they both work together to make these treats accessible for filipinos from aparri to jolo. Parang EAT BULAGA yon ah.
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Are you writing to yourself claire? Are you addressing me or Sanfo lover?
I’m with you Sanfo Lover. Walang siraan! We should be happy that there are people doing clean business unlike what we see on tv. Goverment officials stealing from under our feet. Making money out of nothing at all.
It’s always hard thinking what to give someone on christmas . These apples will be great. Something new. Something unique. Hurray for the people who came up with this. Is this original from the Philippines?
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Hi Claire,
I bake as a hobby. It’s true that it’s hard to make caramel apples. I even bought one from Sanfo Treats and peeled away and tried to see how the caramel was made. I tried so many recipes but just couldn’t make it stick to the apple. It always slips off. I don’t know what ingredients they put in the caramel to make it stick. I hope not super glue. Just kidding. My hats off for the people who make these treats. I saw Czarinas apple last saturday at QTV and I know that guy who made the caramel did not show the real ingredients. He mixed up the caramel ingredients so nobody can copy it. It was edited to show the finish product already.
I too am interested in franchising, but I don’t think they are at the moment. I talked to the store manager of Czarinas also and he said that at the moment they are still studying the proposals. He just said it is complicated. He can supply us with the caramel but what about the designs? For the mean time, I will still try to make caramels that will stick to the apple.
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Marsha,
The Caramel Apple is not originally from the Philippines. The idea came from America when this Kraft salesman thought of other ways to use Kraft caramels. But just like any other great idea, it gets spread around! But speaking from a pinoy point of view in America, mas magaling pa rin ang pinoy sa Caramel Apple designs at iba pang bagay! Wala man lang art yung apples na nakikita ko dito! And I have gone to several Caramel Apple stores already.
The Caramel Apples will certainly make great gifts for Christmas and any other occasion!
It would be great if all the Filipinos could eventually try the Caramel Apple. It is such a delicious and nutritious treat! It would be nice if the Caramel Apple business owners can figure out ways to expand to other areas of the Philippines. Maybe in the near future, I hope.
Hey Claire, keep enjoying the Caramel Apples. Its people like you, santa’s little helper and other Caramel Apple fans who sustain the awesome Caramel Apple business!
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Sanfo lover,
You’re not in the Philippines? My question is, is it really complicated to make? I really do want to learn how to make them. Not commercially of course but for additional knowledge. I’m really amazed with these apples. The designs I saw are really, really nice. I haven’t been to America so I don’t know what they look like over there. All I heard from the store manager at Czarinas that some apples there cost up to $30.00 each in the states, the fancy one’s I guess?. They buy that there? Do you think they teach how to make caramel apples here in livelihood classes?
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Marsha,
I think the most expensive ones that I have seen were in Las Vegas. They cost about 7 dollars. They were also huge but the designs were simple.
I think it is tedious to make the Caramel Apples especially the designer ones. I tried making it at home using melted chocolate and some coconut and almond slivers. It was messy to make but fun! Caramel is very hard to make from scratch as it is temperamental. Easier to use ready made Caramel chips for home use. There really isn’t any rule to how the Caramel Apple should look like, it should just taste good.
It would be great if people start teaching how to make Caramel Apples even just the simple ones, really fun to do at home for the family.
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These comments are really funny.
I don’t like caramel or caramel apples, so I don’t plan on trying any from Sanfo OR Czarina’s.
I do find Sanfo lover’s rabidly-defensive comments a bit eyebrow-raising.
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Hey K — who asked for your opinion especially if you don’t even like Caramel apples! Why even bother reading a blog site about Caramel apples if you are not a fan?
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Hey Sanfo Lover,
I like reading Lori’s blog, simple as that. And these comments are hilarious.
Uh, you have a problem with my reading Lori’s blog, too? Wahahaha!
I do have a good friend who loves the apples from SanFo Treats. Just to tick you off,
I will make sure he tries some of the ones from Czarina’s.
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No, I don’t have a problem with you reading Lori’s blog. But I do have a problem with your description of my comments!
Don’t worry, it won’t tick me off if your friend tries apples from Czarina’s. Its a free country!
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It is not a free country. 200 pisos ang caramel apples. Lucky me, they gave out samples once and I got some.
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DarkAvatar,
I did not say “It is a free apple!” I meant that Philippines is a free country where anyone can choose whatever they want to eat!
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I thought you should know that this website:
http://www.ritzyreasons.com/ is stealing your pictures! She has also stolen some of mine, and I thougtht everyone that she has stolen from should be made aware. Have a great day
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i was just at their new and improved location… and i have officially fallen in love with fried candy bar!!! it was heavenly… all my fave desserts in 1 concoction. and i don’t mind having one everyday… that’s if i don’t mind not having a waistline. hahaha! cheers to you!!!
i will defenitely be a regular…
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these look so delicious! yuummm!
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Hmm… those apples look yummy! Will try one next time I go to Glorietta.
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I am craving for caramel apples and I had to Google where I could find them in the Philippines. Your blog came up! I better be on my way to Megamall!
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Hi. The last time I’ve eaten a caramel apple was almost 6 years already. Upon seeing this, it brought back a lot of memories. I can’t remember the name of the store but I bought some caramel apples in Festival Mall. It was a great experience being able to try them but sadly, when I decided to go back there, the store is gone. So now, I’m on my search for other caramel apples.
What are other stores selling caramel apples? I mean, I want to try Sanfo badly but it’s kind of far. Hoping that there are other branches or other stores in other places. Thank you in advance!
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