b-tempted

Who says gluten-free food has to be stodgy, tasteless and boring? Sarah Hilleary, founder of b-tempted, has turned her gluten intolerance into a bustling business retailing yummy, gluten-free cakes and cookies into high end retailers in London and Oxford. So far, Fortnum & Mason, Harrods and Whole Foods stock her wares and first year turnover topped £75,000. Not bad for a business that was run from Hilleary's kitchen for the first year. Despite the success of the venture, all products are still handmade, albeit by chefs (one of whom, Eric Rock, completed a pastry stage at Heston Blumenthal's Fat Duck restaurant) rather than the founder's fair hands. Hilleary is a marketing whizz too, snaring lots of column inches with her entrepreneurial story: she ditched a career in the City to strike out on her own.

• Bringing taste and texture to gluten-free
• Targeting the luxury market through high end retailers
• Smart marketing since inception to increase brand awareness