Butter & Batter on the rise - Teen baker Gabrielle Murray launches dessert brand

If there’s one thing dessert lovers understand, it’s that when a pop-up sells out, the offering speaks for itself. For 16-year-old Gabrielle Murray, that moment came at Di Lot in Kingston, where she hosted her first pop-up shop, introducing her brand Butter and Batter to the market.

“I remember my very first pop-up shop selling out completely,” the Clarendon-based baker told Food. “That moment showed me there was real demand for what I created.”

Turning a personal passion into a business, Butter and Batter, which is centred on cookies and cupcakes, was officially launched on March 7.

 Her menu blends familiar favourites with indulgent, trend-forward options, from chocolate chip and vanilla sugar to s’mores, cookie monster, matcha, and the standout Biscoff overload. On the cupcake side, classics like red velvet, vanilla, Oreo, and chocolate round out the offering.

Explaining the concept, Murray shared that “ ‘Butter’ represents cookies, while ‘Batter’ represents cupcakes. My cookies are thick, soft-centred, rich, and flavour-packed with crisp edges.” She added that her cupcakes are “moist, fluffy, and topped with smooth frosting designed to complement every flavour”. 

That attention to texture and balance has already begun to resonate with customers, with the Biscoff overload and s’mores cookies emerging as early favourites. 

While the menu leans into comfort and indulgence, it is also shaped by a modern sensibility. “Flavours like matcha and Biscoff overload help define Butter and Batter because they bring a modern twist while still delivering comfort and quality,” she said.

This teen’s journey into baking began long before Butter and Batter was formalised, shaped in part by a strong culinary foundation at home. As the daughter of Keith Murray and Nicole Murray, owners of Murray’s Fish and Jerk Hut, she grew up around food, flavour, and the discipline of running a food business. “I’ve always loved anything culinary,” she shared. “Baking has always been my creative escape; it allows me to express myself, relax, and turn simple ingredients into something special.” 

While her parents’ influence introduced her to the world of food early, Murray carved out her own space within it, gravitating towards baking as her niche.

Without formal culinary training, she leaned into self-learning, using online resources and hands-on experimentation to refine her craft. “I am completely self-taught… it took constant practice and a lot of trial and error until I developed recipes and techniques that worked for me,” she said.

Murray, a Grade 11 student at Glenmuir High School, is part of a wave of young Jamaicans building businesses while still in school. “Balancing school and my business comes down to discipline and time management,” she said. “I prioritise my academics during the week and dedicate specific times to baking, usually in the evenings or on weekends. I also plan ahead [by] taking orders in advance and organising my schedule, so I’m never overwhelmed.” While she does not sell during school hours, she has built a customer base among her peers, coordinating orders for delivery or pickup after school.

Behind the scenes, Butter and Batter operates with a level of structure that reflects its growing demand. From prepping ingredients and mixing doughs to baking, decorating, and packaging, Murray remains hands-on at every stage. “I make sure every item meets my standard before it leaves my kitchen,” she noted. 

New products are introduced only after careful testing. “I test recipes multiple times, fine-tune them, and only release products once they are truly ready.”

For now, the business operates primarily online through Instagram and direct orders, with island-wide delivery and occasional pop-up activations. Getting to those activations is a family effort, with her parents playing an active role in supporting her journey.

Keith and Nicole Murray shared that their support has always been intentional. “We’ve always believed that if she’s passionate about something and willing to work hard for it, our job is to support her in any way we can,” Nicole told Food. “Watching her turn her love for baking into something real has made us incredibly proud, and we’re just here to help her grow and succeed.”

That support is reflected in the response the brand has received so far. “The feedback has been incredibly positive. Customers often compliment the flavour, freshness, texture, and presentation,” Murray says. One moment, in particular, stands out. “A customer described a cookie as ‘perfection.’ That was memorable because it reminded me that the effort behind each product is noticed.”

Looking ahead, Murray is clear about her intentions. “The vision is to expand the menu, grow the customer base, host more pop-ups, and eventually open a physical location where customers can fully experience the Butter and Batter brand,” she explained.

[email protected]