Can you provide an introduction about the evolution of gluten-free products and awareness around celiac disease, and how BFree Foods fits into this journey?
The gluten-free market has undergone a transformative journey over the past 10 to 15 years. When I created the BFree Foods brand in 2011, the landscape was vastly different. Initially, gluten-free products were primarily aimed at people diagnosed with celiac disease, an autoimmune disorder that can lead to severe health issues if gluten is consumed. The category was characterized by limited options, subpar product quality, and a lack of understanding by brands about the health conditions of celiacs. Coming from a background in selling gluten-rich products, I was struck by the emotional weight gluten-free consumers carried. They weren’t just looking for food—they were looking for a shopping haven that offered safety, quality, inclusion, and joy in their meals.
At the time, gluten-free products were restrictive and far from appetizing. Bread, for example, often came in canned forms and lacked the softness and functionality that consumers craved. BFree has invested in research and technology to help revolutionize this space, enabling us to produce high-quality, fresh products that overdeliver and delight consumers like wraps that are soft and easily roll while also having industry leading shelf life or bread slices that are soft, large, and do not crumble.
Global celiac support organizations, like The Celiac Disease Foundation and Coeliac UK, have helped raise awareness, educate, and amplify celiac disease research. BFree has evolved and grown with these organizations to continue to support celiac disease. Last year, we launched the first ever Little Pitta Love limited time offer to help to raise funds for Coeliac UK.
At BFree, our mission is rooted in offering freedom and choice. We’ve worked to create products that not only meet safety standards for celiac consumers but also offer taste, texture, and functionality comparable to conventional baked goods. This approach allows us to give our consumers the freedom to enjoy foods without compromise, which is at the core of our brand identity.
What was the strategy behind expanding into the U.S. market, and how have you tailored your offerings for this geography?
The U.S. market represented a tremendous opportunity for BFree Foods. Surprisingly, despite its size, the market lacked quality gluten-free options compared to Europe. When I first explored the U.S., most products were confined to small, unappealing sections in freezers. The potential to create something that resonated with consumers was evident. Our strategy was simple: to provide gluten-free products that were not only functional and versatile but also enjoyable and easy to access.
Consumer research plays a pivotal role in shaping our offerings. By attending celiac group events across the U.S., we identified a clear demand for products that allowed people to feel included in their dining experiences. One of our first major successes in the U.S. was our sweet potato wrap—a product designed to offer low calories, high fiber, and great taste, all while incorporating functional ingredients like psyllium husk for gut health. Expanding into the foodservice sector with innovations like stone-baked pita bread has allowed us to cater to the growing demand for authentic, high-quality gluten-free options. Our partnerships with major players like Roti and distributors such as Cisco and US Foods have been instrumental in this growth.
How has the awareness of gluten-free diets evolved beyond the celiac community, and how has BFree Foods addressed this shift?
Awareness of gluten-free diets has expanded significantly in recent years, moving beyond the core celiac community to include consumers who choose gluten-free for perceived health benefits. While celiacs remain our primary focus, many consumers report feeling better—less fatigued or bloated—when avoiding gluten. This growing audience has driven retailers to increase shelf space and has allowed brands like BFree to innovate and reach new demographics.
We’ve embraced this evolution by creating products that appeal to both core and non-core gluten-free consumers. For example, our high-protein and low-carb options, like our High Protein Carb Savvy Wraps, attract health-conscious buyers. By using ingredients such as chickpea flour, pea protein, and rice protein, we’ve developed products that deliver exceptional taste and texture while offering functional benefits.
What are the keys to success in the gluten-free market over the next 5 to 10 years, and how does BFree Foods plan to stay ahead?
The gluten-free market has seen rapid growth, but its future depends on overcoming key challenges. One of the most critical areas is ensuring availability and shelf life without relying on preservatives. At BFree, we invest heavily in research and development, particularly in natural processes like sourdough fermentation, to achieve this. Technological innovation will be essential to meet consumer expectations for taste, texture, and functionality.
Partnerships with retailers and foodservice providers are another cornerstone of our strategy. Retailers like Walmart have made significant investments in creating dedicated health and wellness sections, and we’ve seen great success when gluten-free products are treated as a destination category. Finally, education will play a vital role—helping consumers understand what goes into our products and why they are a better choice. By focusing on natural ingredients, exceptional taste, and functionality, we aim to lead the market in creating products that not only meet but exceed consumer expectations.
Which market has been the hardest to penetrate, and why?
The U.S. market has undoubtedly been the most challenging for BFree Foods. Unlike Europe, where gluten-free products are typically grouped in dedicated sections, the U.S. in-store landscape is highly fragmented. With over 200 retail banners, each with its own strategy, finding our place on the shelves has been a complex process. In some stores, gluten-free products are scattered across multiple aisles, making it difficult for consumers to locate them.
That said, we’ve found success with partners like Walmart, Wegmans, and Stop & Shop who have embraced a destination-shopping model for health and wellness products, including gluten-free. By aligning with retailers who prioritize this category and investing in consumer education, we’ve been able to overcome many of these challenges. However, continued growth in the U.S. will require ongoing efforts to optimize distribution and create a consistent shopping experience for gluten-free consumers.
