It wasn’t all that long ago that celiac disease seemingly sentenced anyone receiving the diagnosis to an existence devoid of tasty baked treats. As time goes by and more people seek to reduce the amount of gluten in their diets—often by choice rather than medical necessity—bakery producers keep coming out with products designed to make gluten-free eating not just acceptable, but delightful. 

To learn more about the continuing evolution of gluten-free baked goods, we connected with Robert Kidd, VP of sales and marketing with Antonina’s Gluten-Free Bakery.

Jenni Spinner: Could you please tell us a bit about the Antonina’s history—how the idea for the company came about, how you got started, how you’ve grown, and how you decided on the array of products (cakes, cupcakes, brownies, muffins, etc.)?

Robert Kidd: Antonina’s Gluten-Free Bakery was founded in the early 2000s by Pin Hsiao as a small commercial bakery, and over the past 20 years, it has grown into a national brand now sold in more than 5,000 grocery stores across the U.S. Several of the original team members who helped open the first bakery with Pin are still with the company today.

Pin comes from a family with generations of baking experience and set out to make baked goods that truly deliver a homemade taste and texture. That focus led to the development of Antonina’s proprietary gluten-free flour blend and a commitment to baking with quality ingredients. As consumption habits and production capabilities have evolved, the product mix has expanded to include brownies, cakes, cupcakes, and muffins that span multiple dayparts and occasions.

Product decisions are guided by performance data, along with feedback from consumers and retail partners. For example, the performance of our core cupcake flavors like Yellow and Chocolate led to the recent expansion into Cookies & Cream and Red Velvet, developed in close collaboration across sales, R&D, and production.

JS: Please share your perspective on how awareness of celiac disease and gluten sensitivity has evolved in recent years.

RK: Awareness of celiac disease and gluten sensitivity has increased steadily in recent years, and with that has come higher expectations around transparency and trust. Clear labeling and recognizable ingredients help shoppers make confident decisions quickly, especially when they’re shopping not just for themselves, but for family members or friends with different dietary needs.

What’s also evolved is the role gluten-free products play in the broader shopping trip. While only a small percentage of the population eats gluten-free out of medical necessity, many more shoppers are looking for products everyone can enjoy together. Food is inherently social, and shoppers increasingly want to make one stop and leave with options that work for the whole group.

That’s where ingredient quality and taste matter most. Ingredients build trust, and taste is what keeps people coming back. As gluten-free products continue to deliver on flavor and texture without compromise, they shift from being a specialty item to a shared choice, benefiting both shoppers and retailers.

JS: How has the array of gluten-free products in general, and sweet treats like cupcakes specifically, changed in the past few years?

RK: The gluten-free category overall has continued to expand in recent years, including sweet treats like cupcakes, with more formats, flavors, and visual appeal available to shoppers. Expectations have risen as well, with gluten-free products increasingly expected to deliver the same level of indulgence and quality as conventional bakery products.

At the same time, our own approach has become more refined. Rather than expanding broadly, we’ve focused on narrowing our product mix to the items we can execute exceptionally well. Quality ingredients and taste remain non-negotiable, especially in indulgent categories where flavor ultimately drives repeat purchase.

Operationally, that refinement has meant prioritizing products that can be baked efficiently without excessive equipment changeover, which helps us maintain consistency and scale. Advances in automation, particularly in frosting cupcakes, have also given us greater flexibility in design and finishes without sacrificing quality.

We closely monitor consumer trends to understand how eating habits are evolving, but we’re intentional about not chasing every trend. The focus is on thoughtful, disciplined growth that makes sense for shoppers, retail partners, and our operations.

Courtesy of Antonina's Gluten-Free Bakery

JS:  As someone with a few celiac friends, I like that there are more seasonal offerings from companies like yours. Can you share a bit about the special occasion products you offer and how that helps folks with gluten sensitivities?

RK: Seasonal offerings can play an important role in helping shoppers feel included during specific moments, and we do offer limited seasonal items, such as our Pumpkin Spice Muffins that align with familiar flavors and times of year.

That said, most of what we bake is available year-round by design. We focus on products that are versatile enough to fit different seasons and eating occasions, so shoppers don’t have to wait for a holiday or special release to find something that works. For example, our single-layer cakes in traditional Yellow and Chocolate flavors are often purchased for celebrations, while our newer mini sheet cakes are designed to be more everyday-friendly and approachable.

Those mini sheet cakes also allow us to explore a wider range of familiar flavors, such as Midnight Chocolate Dream, Very Vanilla, and Lemon Squeeze Cake, which is both gluten-free and dairy-free. Having both celebration-ready and everyday options on shelf helps reduce the need for special planning and makes it easier for shoppers with gluten sensitivities, and the people they share food with, to participate in everyday moments as well as special occasions.

JS: What sets Antonina’s apart from other producers making gluten-free cupcakes and baked treats?

RK: What sets Antonina’s apart is our ability to deliver on taste without compromise. We focus on that moment when someone takes a bite, pauses, and says, “I can’t believe this is gluten-free.” That reaction happens so consistently that it inspired our tagline, You Won’t Believe It’s Gluten-Free, and it remains our clearest proof point.

That taste comes from an uncompromising approach to quality ingredients and baking fundamentals. We use real buttercream frosting and real cream cheese frosting where it matters, along with a proprietary flour blend designed to deliver a homemade taste and texture. Gluten-free is built in, but flavor always leads.

We’re also deeply connected to the people who buy our products. Through ongoing conversations on social media and direct feedback, we regularly hear from parents who appreciate being able to bring a cake so their child doesn’t feel isolated, and from adults who are relieved to finally have a dessert that everyone at the table can share. That connection continues to guide how we innovate and grow.

JS: Could you tell us about some of your recent product releases you feel are especially worth highlighting?

RK: One of the launches we’re most excited about is our new gluten-free, dairy-free line. It’s an area where we’ve heard strong interest from both consumers and retail partners, and we approached it as a challenge to deliver the same taste and quality people expect from us while working with fewer ingredients.

It really does feel a bit like a food show challenge. The goal wasn’t just to remove dairy, but to create products that stand on their own. Our head of R&D led the development, and feedback so far has been very positive, including from shoppers outside the gluten-free and dairy-free community.

The first two items in the gluten-free and dairy-free line are a Lemon Streusel Muffin and a Lemon Squeeze Mini Sheet Cake. Both were developed to be versatile, indulgent, and easy to enjoy across occasions.

JS: What’s next for Antonina’s?

RK: One of the areas we’re most focused on right now is expanding our single-serve lineup. This format allows us to reach new occasions like grab-and-go and convenience while meeting the needs of operators looking for reliable, inclusive options.

We launched the line with our top-performing muffin flavors and our brownies. We’re actively testing additional flavors based on performance and operator feedback. The individually wrapped format also opens up opportunities beyond traditional bakery and bakery freezer sets, helping the brand show up in new parts of the store and in new channels.

Overall, what’s next for Antonina’s is about extending where and how shoppers and consumers can access the brand, while staying focused on products and formats we can execute well and scale responsibly.

JS: Finally, do you have a favorite product in your lineup?

RK: I have a soft spot for our Midnight Chocolate Dream Mini Sheet Cake. I love all of our mini sheet cakes, but this one really stands out for me. For anyone who loves chocolate, this cake is a dream come true (pun intended).

It’s become my go-to weeknight dessert, and I’ll admit I tend to cut off small slivers throughout the day rather than sitting down for one big slice. It’s simple, versatile, and exactly the kind of product you want to have around when you’re craving something sweet.

Related: Antonina's launches gluten-free Lemon Streusel Muffins