The Swiss roll looks no different from any other at a cafe or patisserie. But take a bite and something in the texture — finer and chewier — proves looks can be deceiving. The difference? The roll is made from rice flour, not wheat.
With global wheat prices going through the roof and the gap between rice flour shrinking, an increasing number of retailers are producing sweets and breads made from rice flour.
What's more, consumers are drawn to the products not simply as an alternative but also for their own merits. For one thing, the rice-flour products may even seem more filling.