What The Flour came into being when a busy mom of three wanted to use another word that also begins with f. She was at the end of her rope. Her young son had a host of food intolerances that were keeping them all up at night and finding alternatives was time consuming, complicated and frustrating. Sound familiar?

Gluten-free does not mean taste-free, and that’s what WTF prides itself on. Otherwise what’s the effing point? If our mixes aren’t up to muster, tell us, and we’ll send you a replacement or refund.