Our Story

It all started in the70es. Since Hila was born, she was crying all the time and was hardly able to eat. Her mom was rushing between one doctor to another, but they were not able to help and just said mom she is hysteric. However, doctors cannot replace Mom's intuition... she trusted her gut feelings and eventually Hila was diagnosed with Celiac. Back then it was hard to find decent gluten substitutes... Hila remembers she was forced to consume weird kind of breads which were uneatable. Her surroundings were not familiar with Celiac, they didn't show empathy and she felt alone. For several years she ate wheat bread where no one was looking, till one day when she grew up the doctor told her that if she won't stop, she could end up without the ability have babies. from that moment she put gluten behind her...

Hila got married and gave a birth to 3 wonderful kids. the middle one, Alma, was also diagnosed with Celiac. But her story is different. Today, there are many alternatives to gluten, the phenomena is well known, her friends support her and she feels special rather than different. She built her confidence and living a truly enjoyable life, proud in gluten avoidance. Her mom feels now that the circle is closed.

Together with her husband, they had an idea to open a gluten free store. But this family store, unlike other stores which sell food alternatives, suggests a different way of thinking by offering funny and unique designs printed on different kind of products to simply raise a smile and bring joy to the gluten free eco-system and beyond.

So if you have gluten allergy, intolerance, cares about someone who have it, avoid gluten without a medical reason or just believe in diversity, you've come to the right place...