Aunty Jo’s : Riding the “gluten-free” wave

Karen Yvon has launched the concept of “gluten-free breads and cakes” in Mauritius. Her products are 100% gluten-free and home-made. One of the winners of the Total Start-Up 2016 competition, Karen makes us discover Aunty Jo’s Gluten-Free Breads and Cakes.

Aunty Jo’s Gluten-Free Breads and Cakes has seen the day in 2015 after ten months of hard work. Karen always had the ambition to start something for herself. After travelling around the world, Karen came across the concept of gluten free products. This captured her attention and continued her quest in her exploration of this type of food. She started trying gluten-free products.

“Many people do not know what Gluten-free products are. After 10 months of research and working on the recipe, I opened a small outlet.” There is a niche market for gluten-free products, she says, and it is gradually expanding. “Not all people know what gluten-free products are. Gradually people are becoming more aware of the concept and are curious to know more about it.”

Karen always wanted to be an entrepreneur. “I was not sure of what I really wanted. I wished to do something related to food but it had something innovative and different from others.”

[[{"type":"media","view_mode":"media_large","fid":"21666","attributes":{"class":"media-image wp-image-36408 alignleft","typeof":"foaf:Image","style":"","width":"351","height":"352","alt":"SME-2"}}]]What is Gluten-free? A gluten-free diet excludes the protein “gluten” which is found in grains such as wheat, barley, rye, and a cross between wheat and rye called triticale. A gluten-free diet is primarily used to treat celiac disease. Gluten causes inflammation in the small intestines of people with celiac disease. Eating a gluten-free diet helps people with celiac disease control symptoms and prevent complications.

Types of products Currently, Karen has some set recipes that she produces once a week and delivers on order. The main varieties include:

• two types of bread
• Pizza dough
• cookies
• cupcakes
• brownies

It has not been easy to make this recipe given the amount of know-how it required to manipulate the different ingredients. “Mixing the ingredients does not necessary give the same reaction that we expect. We have to juggle with the temperature. It has been a self-taught process. I borrowed from existing recipes around the world while bringing my own touch to it. The taste and designs are the same as the original products. My passion for pastry has encouraged me to do so,” she says.

What’s next? Now that the business is stable, Karen intends to take a leap ahead by expanding the business and by making new types of products. “Currently, I bake only two types of bread. I intend to introduce more types and make gluten-free biscuits.” Soon, Karen will be launching a snack named “Keda.” This gluten-free crispy snack is 100% hand made and oven baked. She wants to export this product to Asian and African countries. “The snack is very innovative. Till now, there is no gluten-free snack on the local market. It is a social experiment. It will be a means to encourage people to try gluten-free.”

[[{"type":"media","view_mode":"media_large","fid":"21668","attributes":{"class":"media-image wp-image-36409 alignright","typeof":"foaf:Image","style":"","width":"350","height":"466","alt":"SME3"}}]]Challenges Karen did not study pastry. She had to find her way around the kitchen to make the products. “It has been difficult as ingredients are expensive. Marketing was simply done through word of mouth. Moreover, promoting gluten-free products also means that the kitchen should be 100% gluten free. All the equipment should be gluten-free as well. So I had to invest in the equipment,” she states.

Gluten intolerance

Many people experience digestive and health problems caused by eating gluten or wheat. If you or your child is experiencing intolerance to gluten or wheat, there are three different medical conditions that could explain what’s going on: wheat allergy, celiac disease, or non-celiac gluten sensitivity.

Symptoms of wheat allergy include:

• nausea and vomiting
• diarrhea
• irritation of the mouth and throat
• hives and rash
• nasal congestion
• eye irritation
• difficulty breathing

Celiac Disease symptoms

• abdominal bloating and gas
• chronic diarrhea
• constipation
• pale, foul-smelling stool
• stomach pain
• nausea and vomiting