A desire to succeed, a passion for good food, and the determination to master a new trade. The first ideas that would one day grow into the Isabel’s product range were just the beginning of a much bigger journey.
2005 – Where it all began
The story truly started with my relocation to Yorkshire. I had first moved to the UK from Brazil in the 1990s to study in London, but it was Yorkshire – my partner’s home county – that captured my heart. Together, we decided to put down roots in the North.
Life in a small, quiet village was a stark contrast to the bustle of London. Perhaps it was that change of pace, or simply the space to reflect, but I began to feel restless. An old dream of running my own business started to resurface. As I searched for inspiration, I realised that my lifelong love of cooking and food science was calling me, and for the first time, I decided to explore that path seriously.
With my natural enthusiasm, I wondered if I could share something unique: my knowledge of little-known, naturally gluten-free ingredients from Brazil. Back in 2005, gluten-free options in supermarkets were scarce, and people often joked that everything “tasted like cardboard.” I wanted to change that perception – to bring flavour, creativity, and joy to gluten-free food.
The first ideas
Not fully knowing where to begin my venture, I enrolled on a chef’s course to sharpen my skills. Alongside my studies, I spent months researching the gluten-free market, food production, manufacturing, and all the requirements needed to figure out the right way to start a business.
With guidance from our local Business Link, the Chamber of Commerce, and technical support from the University of Leeds Food Science Team, Isabel’s was officially established in 2005. By early 2006, I was producing my very first product – our much-loved Dough Balls Mix, or Pão de Queijo as they are known back in Brazil. Creating gluten-free recipes seemed to come naturally to me, perhaps because of my passion for cooking and my knowledge of niche, naturally gluten-free ingredients. One of the most important was cassava, a tropical root widely enjoyed in South America and used to produce cassava starch.
Using this expertise, I began working with restaurants and food brands. My first project was with Salvo’s of Leeds, a popular award-winning Italian restaurant that wanted to develop a gluten-free pizza base “like mama used to make.” Soon after, I collaborated with Pizza Express as they searched for a gluten-free dough ball for their menus, followed by Aunt Bessie’s, among others.
Finding Purpose
What truly gave me a sense of direction was attending Coeliac UK Group events across the country. Meeting people who were desperately seeking better-quality gluten-free foods and ingredients made me feel personally connected to the community. I enjoyed the challenge of creating recipes that were not only safe but also delicious – foods with better flavour, better texture, and simple preparation. My goal was always to make products the whole family could enjoy together, reducing the risk of cross-contamination and ensuring no one was accidentally “glutened.”
The Challenges of the Market
Of course, introducing a new product to the market is never as easy as it sounds. It is costly, and if you don’t have deep pockets, you need to be both creative and tenacious. People may love your products, but will they remember them once they’ve finished eating? Convincing retailers to stock your products is one hurdle, but keeping them on the shelves is another.
Over the past decade, supermarket own brands have grown rapidly, making shelf space fiercely competitive. Even the best products can lose out to cheaper alternatives. It was frustrating to realise that supermarkets often cared more about profits than about offering customers the highest-quality options.
Perseverance
There were countless challenges along the way, but those early worries about how to create a brand are now far behind me. I believe I made it this far not only because I developed great products, but also because of my stubborn personality. The words “giving up” were never written in my book. When plan A failed, I moved on to plan B and then plan C if needed.
I loved my work and the products I created. Despite the difficulties of supplying supermarkets and finding alternative distribution channels, nearly twenty years later I was still here, working tirelessly to make Isabel’s products more widely available to the people who love them. And then came Brexit and Covid – but that is another story…
A Taste of Home, Shared Abroad
For me, pão de queijo is more than just snack – it is a memory of home, a reminder of family gatherings, and the comforting aroma that filled the kitchens of my childhood in Brazil. Bringing this tradition to the UK was not only about introducing a new product, but also about sharing a piece of my culture with others.
When I first launched Isabel’s Dough Balls Mix, I wanted people here to experience the same joy that Brazilians feel when they bite into these little cheese breads. It was about creating something authentic, something that could connect people through flavour. Over time, I discovered that pão de queijo resonated with many families in the UK too – not just those who were gluten-free, but anyone who appreciated good food made with care.
The mix quickly became a favourite among my customers, who loved the ease of preparing them at home. Whether served at parties, family dinners, or simply enjoyed as a moreishy snack, they brought smiles to tables across the country. I often heard stories from customers who said they reminded them of holidays in Brazil, or who had never tasted anything quite like them before.
Nearly two decades on, I still feel proud every time someone tells me how much they enjoy Isabel’s products. What began as a humble recipe from my homeland has become a beloved staple for many here in the UK – proof that food truly has the power to travel, to connect, and to create lasting memories.
Building the Brand
Brand design, packaging, manufacturing, product awareness, and social media presence… these were some of the most challenging aspects to master, and they took a great deal of time to get right. Of course, having skills in these areas would have been handy, as outsourcing them was often expensive. Unfortunately, I had no background in any of these fields. What I did have, however, was creativity. Many of my most successful recipes came to me in dreams, and I was fortunate enough to test them in the kitchen and turn those ideas into real products. As for social media and product awareness, much of that grew organically, step by step.
Learning the Industry
There was never enough time in the day to learn everything – manufacturing processes, procedures, regulations – while also coping with the pressure and expense of product launches. On top of that came the organisation of exhibitions, the effort to get noticed, and the constant hurdles of making products successful and widely available.
In those early days, I spent countless hours networking, meeting people in the industry, and researching the best ways to manufacture Isabel’s products. I had to learn my way around the food sector from scratch – finding where the best suppliers of raw materials were based, chasing reliable distributors, and listening carefully to the advice of experts. Every connection, every conversation, and every bit of research helped me take one more step forward in building Isabel’s into a recognisable brand.
Finding the Market
The broader vision for the branding eventually became clear, and with it the target audience began to recognise Isabel’s products. The position in the market was defined, and securing my first big order became a real turning point for the company – exactly what the business needed to grow.
Getting a foot in the door was almost impossible, but perseverance paid off. Beyond the obvious rewards, working with supermarkets brought brand credibility and gave the company the confidence to expand. It felt like validation, proof that the products I had poured so much energy into could stand proudly alongside established names.
The Reality of Retail
Yet the success with multiple retailers was short-lived. The reality was far harsher than I had imagined. Dealing with supermarkets was exhausting; constant demands for excessive promotional discounts, relentless pressure to reduce prices, and late invoice payments that could stretch to 90 days.
This kind of exploitation erodes enthusiasm. You begin to realise that having a great product is not enough to secure a permanent place on supermarket shelves. In fact, if your product sells too well, they may want that space for themselves, replacing it with their own brand. It was a sobering lesson – one that revealed the sheer greed of the system and the vulnerability of small producers trying to compete in such an unforgiving environment.
Awards
Brazilian Sparkle in the Yorkshire region as Isabel’s Cuisine Scoops top spot at the 10-year anniversary Free From Food Awards in London. Isabel Gordon, the managing director of Isabel’s Cuisine Ltd – one of the region’s leading Free From businesses – was presented on Tuesday 28th March with the Gold Award at the Free From Food Oscars 2017 by celebrity chef Antony Worrall Thompson for their Yorkshire pudding mix.
This accolade was one of the landmark moments for Isabel’s Cuisine, shining a spotlight on the innovation and dedication behind the brand. The Yorkshire pudding mix stood out not only for its authentic taste and texture but also for its ability to bring joy back to the dining table for those living with multiple food intolerances.
Judges praised the Yorkshire pudding mix: “Wow! Ingenious, clever, great texture, crisp, light, chewy, gorgeous! You could serve to anyone.” They highlighted that it was also free from major allergens such as gluten, dairy, and soya – a rare achievement in the category. “Great product – just what a free from food should be!”
The recognition did not stop there. Over the years, Isabel’s Cuisine went on to secure further awards for other products in the range, including the innovative gluten-free pizza base and versatile batter mixes. Each award reinforced the brand’s reputation for creating naturally gluten-free foods that combined flavour, texture, and convenience – qualities often missing in the Free From sector at the time.
These achievements became more than trophies; they were proof that Isabel’s products could stand shoulder to shoulder with mainstream favourites, offering inclusive options without compromise. For Isabel, the awards were a celebration of her vision, her persistence, and her passion for bringing better food to the Free From community.
Brand Ambassadors
During the early years, it was tough trying to reach Free From buyers and convince them to give my products a chance. Getting Isabel’s onto supermarket shelves often felt like an impossible task. Researching and developing new product ideas, refining the branding, finding the right position in the market, and raising awareness on a tight budget demanded relentless hard work and a great deal of self-belief.
I was investing huge amounts of time and money, yet that much-needed breakthrough seemed always just out of reach. I travelled up and down the country attending food fairs, exhibitions, and events, but for a long time the business grew only very slowly. What kept me going was the unexpected support that came from organically created brand ambassadors – loyal fans of my products who took it upon themselves to spread the word. They wrote blog posts, contacted supermarket buyers, and even requested directly that Isabel’s products be stocked. At times when I felt overworked, alone, and as though progress was painfully slow, these ambassadors gave me a huge boost of energy and the motivation to keep pushing forward.
There were many customers who showed great kindness, and their support was deeply humbling. I particularly remember a young girl who called herself The Happy Coeliac. She adored my pizza base mix so much that when Waitrose decided to delist it, she fought tirelessly to keep it on their shelves. Through her blog posts, a preparation demo video, and even formal complaints about the inferior quality of the supermarket’s own brand, she championed Isabel’s with passion and determination.
Like The Happy Coeliac, other customers added their voices to the mix, rallying behind Isabel’s products and demanding better options from retailers. Their advocacy was powerful, but sadly, the supermarkets remained unrepentant. Below are just a few of the posts that reflected this groundswell of support.
PIZZEMERGENCY! Product review: ISABEL’S PIZZA BASE MIX by The Happy Coeliac
The Coeliac Activist INTERVIEW: ISABEL’S NATURALLY FREE FROM – 24/06/2014 · by Carly B Talbot
The Gluten Free Blogger: Isabel’s Gluten Free Pizza Base Mix
Rosie ‘The Londoner’ Blogger – Isabel’s Batter Mix Review – Beer Battered Fish Tacos (GF)
Kimi Eats Gluten Free – Coeliac gluten free blogger – Baked Donuts Mix Review
Gluten Free Joeyanne – Gluten free Blogger
Gluten Free Culinary Blogger – Baked Donuts Review
The Coeliac Sloth Gluten Free Blogger – Baked Donut Mix Review
Mad House Family Gluten Free Blogger – Dough Ball Mix Review
The Gluten Free Veggie Blogger – Yorkshire Pud Mix Review
Laura Pie Blogger – Pizza Base Mix Review
METRO – 11 Gluten Free Baking Mixes for Perfect Baking
From From G – Living Gluten Free – Dough Balls Mix Review
Social media & events.
Isabel’s was as active as possible on social media platforms such as Instagram, the old Twitter, and Facebook, where I regularly shared product information, recipes, and news. These channels became an invaluable way to connect directly with customers, to listen to their feedback, and to celebrate the joy of gluten-free cooking together.
The gluten-free community was wonderfully diverse and incredibly supportive of smaller businesses like mine. Their encouragement and willingness to share posts, recommend products, and spread the word made a huge difference in raising awareness. From heartfelt comments to recipe photos shared online, every interaction reminded me that Isabel’s was more than just a brand – it was part of a wider movement to make gluten-free food better, tastier, and more accessible.
Events also played a vital role in building that connection. Attending food fairs, exhibitions, and community gatherings gave me the chance to meet customers face-to-face, hear their stories, and see first-hand how much good food meant to them. These moments were often the most rewarding – a chance to put names to faces, to share samples, and to watch people’s reactions as they tried Isabel’s products for the first time.
To everyone who has supported Isabel’s over the years – whether online or in person – I offer my deepest thanks. Your enthusiasm and loyalty have been the driving force behind the journey, and without you, the story of Isabel’s would never have been written. 
Isabel – founder of Isabel’s
