Gluten-free food gains ground as the market matures

The biggest obstacle was not funding – the business was entirely self-funded – but finding bakers capable of producing consistently high-quality gluten-free products. Early in the company’s journey, one of Philipps’s head bakers resigned, took her recipes with her, and launched a competing gluten-free business. The goal, she says, is not simply to become bigger, but to make reliable gluten-free products accessible to more South Africans. Like Philipps, Khan says producing quality gluten-free food is considerably more complex than conventional baking. From niche to mainstreamStories like those of Philipps and Khan illustrate how rapidly South Africa’s gluten-free market has evolved.