When Sofrito’s €9.90 toast went viral earlier this year, it quickly became a talking point well beyond food lovers, sparking debates about value, hype, and how much people are willing to pay for a social media moment.
Now, the food truck operator – whose real name is Don Brace – appears to be testing those limits once again.
This time, the spotlight is on a Christmas log priced at €69.
Mr Brace announced the launch of the festive dessert on 17th December, revealing that just 25 logs were produced and would be sold from a shop in Paola. Yet, around two days after the announcement, and up until roughly 15 hours ago in one of his updates, none of the logs have reportedly been sold.
Sofrito's €69 Christmas log
However, it appears that he still went back to a supermarket and bought more condensed milk and biscuits, and captioned the video "I believe in you!"
Instead of queues or eager buyers, the post was met with a wave of sarcastic reactions.
Among the most-liked comments were quips such as, “Did you use chocolate mixed with gold?” and another jokingly asking whether the condensed milk came “from the cows of Nazareth”. Others joked about needing a bank loan to afford it, while some suggested a decimal point may have been misplaced.
On Friday morning, Mr Brace addressed the criticism directly, pushing back against comparisons with cheaper alternatives on the market.
“Everyone makes Christmas logs with the cheapest biscuits that exist,” he said , adding that his version uses “expensive biscuits” and even includes Busy Bee’s Krustini – one of Malta’s most recognisable and well-loved pastry products.
Not all reactions were dismissive. One commentator suggested that Sofrito might simply be selling to the wrong audience, advising him to target wealthier areas and include a flyer detailing the ingredients to better justify the price point. Others commended him for his original way of thinking.
The debate has inevitably invited comparisons with the broader Christmas log market in Malta, where prices typically range from around €7 to €20, depending on size, ingredients, and decoration. Against that backdrop, Sofrito’s €69 offering stands firmly at the extreme upper end.
What makes the discussion particularly interesting is Sofrito’s own brand history. His toast – widely shared, debated, and mocked in equal measure – arguably gained as much attention for its price as for its taste. That visibility translated into queues, curiosity, and sales.
The Christmas log, however, appears to be telling a different story.
Whether the muted demand reflects festive fatigue, price sensitivity, or the limits of hype-driven food culture remains to be seen. But the episode has reignited a familiar question in Malta’s social media economy: How much are people really willing to pay to be part of the conversation?
For now, Sofrito’s €69 Christmas log has certainly succeeded in one respect – it has people talking.
