Baking that Tastes Effing Good!

About Us

Our Story

Welcome to What the Flour!

At What the Flour, we are more than just a brand; we are a community of baking enthusiasts, health-conscious eaters, and advocates for a more inclusive and sustainable world. Our journey began with a simple question: “How can we make delicious, gluten-free, and vegan baked goods accessible to everyone, regardless of their dietary restrictions or choices?”

Quality is at the heart of everything we do at What the Flour. From sourcing the finest ingredients to rigorous testing of our products, we ensure that every bag of What the Flour mix meets our high standards.

Vegan and Cruelty-Free

All of our products are 100% vegan, ensuring that you can enjoy our mixes without compromising your values.

Non-GMO and Natural

Our non-GMO commitment guarantees that you are using pure, high-quality ingredients in every batch of cookies you bake.

Peanut-Free for Safety

We have created a peanut-free environment. Our flour mixes give you peace of mind and a safer baking experience.


Bake the World a Better Place

We’re working on ways to make our approach more sustainable and, to keep us accountable, we’re going to tell you about it as we go.


Mamas for Mamas

We proudly support Mamas for Mamas, a national charity that supports mothers in crisis, by providing gluten-free options for families in need. 


WTF Promise

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.