“A lot of people were asking if we were gluten free, so I thought I better put it on the label and so on and so forth with vegan, nut free, soy free, oil free and so on,” she says.

“It’s something we have become renowned for and effectively moved from the ‘gourmet’ into the health food space at a time when the two sectors were merging anyway.”

“It has spurred a significant amount of our growth and is all thanks to listening to our customers.”