Dufflet converts most popular sweets to gluten-free

When it comes to dessert, Dufflet Pastries is hoping to prove that eliminating gluten doesn’t mean compromising flavor.

This fall, the Toronto-based purveyor of sweet indulgences is launching an extended gluten-free line of desserts across Ontario and Quebec that is expected to build on the success of the brand’s initial gluten-free offering.

“Company feedback at all three of our retail cafes and from our wholesale customers indicated that there was a growing demand for products made without gluten—not only from our consumers with celiac disease but also from those who prefer to follow a gluten-reduced diet to promote health,” says company founder Dufflet Rosenberg.

The proof is in the numbers. Dufflet Pastries sales in the gluten-free category have more than doubled since last year.

Rosenberg says she has managed to convert her most popular and award-winning recipes to gluten-free versions without sacrificing the rich flavours of the originals. All packaged desserts under the gluten-free banner are made with natural ingredients (no artificial flavours, colours or preservatives), and certified by the Canadian Celiac Association.

The new gluten-free line includes Cakelets, tarts, cupcakes, brownies and macaroons, with suggested retail prices ranging from $4.99 for a pack of two tarts, to $16.99 for a Cakelet.

According to the International Dairy-Deli-Bakery Association’s report, “What’s In Store 2014,” sales of single-serve and mini bakery items are up 10% in the last year alone.

The company will be promoting its newest gluten-free products throughout September and October via in-store sampling and PR to local print, broadcast and online media.

A social media contest via Twitter and Facebook is also in the works to increase awareness about the new line.