AGAINST THE GRAIN LIMITED

What AGAINST THE GRAIN LIMITED does

Against the Grain Limited is a privately held UK food company that produces and sells wheat-free, dairy-free, and gluten-free biscuits and baked goods, founded by Lisa, who has spent over two decades developing free-from recipes. The company's core technology is its recipe-development capability rather than any software or platform, anchored in the founder's expertise and supported by two registered trade marks covering the "AGAINST THE GRAIN" brand and its free-from positioning.

The business operates a hybrid go-to-market: direct-to-consumer online sales through its own e-commerce website, which also functions as a recipe-sharing platform covering cookies, cakes, savoury, brunch, and bakes with allergen filters, alongside distribution through specialist food retailers across the UK and Europe. The product portfolio has expanded from the original award-winning free-from biscuits into savoury, sugar-free, and 100% grain-free recipe ranges, all aligned with a plant-based philosophy.

The company is incorporated as a private limited company in England and Wales (company number 03863552), is founder-owned with no disclosed external investors or parent, operates from a London trading office and a Richmond registered office, and employs six people. No funding rounds, acquisitions, partnerships, AI capabilities, or app products are disclosed in the source material.

Name

AGAINST THE GRAIN LIMITED

Legal name

Against the Grain Limited

Website

https://againstthegrainfoods.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Against the Grain Limited is a privately held UK food company founded by Lisa that produces wheat-free, dairy-free, and gluten-free biscuits and baked goods, selling direct-to-consumer via its recipe website and through specialist food retailers across the UK and Europe.

Ownership category

akta.pro rank

Product category

Gluten-Free Bakery

NAICS

Bread and Bakery Product Manufacturing (31181), Cookie and Cracker Manufacturing (311821), Bakeries and Tortilla Manufacturing (3118)

SIC

Bakery Products (2050)

akta.pro primary industry

Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)

akta.pro secondary industries

Gluten-Free & Specialty Grain-Based Foods Manufacturing (GF pasta/cereals, ancient grains) (AFAKABAK), Gluten-Free & Allergen-Friendly Bakery Wholesale (AFAIAFAF)

Keywords

• Gluten-free biscuits
• Free-from baked goods
• Wheat-free baking
• Dairy-free cookies
• Plant-based recipes

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales

Revenue model

1. Biscuit and baked goods sales: Direct sales of wheat, dairy, and gluten-free biscuits and baked goods to consumers and specialist food retailers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Against the Grain Limited manufactures and sells wheat, dairy, and gluten-free biscuits and baked goods under its "AGAINST THE GRAIN" trademark. The company also operates an online free-from recipe platform aimed at home bakers seeking wheat-, dairy-, and gluten-free baking ideas.

Product overview

Against the Grain Limited is a specialist food company offering wheat, dairy, and gluten-free biscuits and baked goods. The company has operated for 2 decades producing award-winning free-from cookies. Their current offering includes a recipe-sharing platform where consumers can access recipes to bake the company's products at home, covering categories including cookies, cakes, savories, brunch items, and bakes. The portfolio extends beyond their original wheat, dairy and gluten-free biscuits to include sugar-free and 100% grain-free recipe ranges, all aligned with their plant-based philosophy.

Differentiator

Problem solved

Functional benefit

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• Udi's Gluten Free: US-based gluten-free bakery brand producing breads, muffins, and baked goods distributed through North American grocery. Directly comparable in gluten-free bakery specialization and product format, but operates in a different primary geography.
• Free From Fellows: UK free-from snacks and biscuits brand offering gluten-free, vegan, and allergen-friendly products through specialist and mainstream retail. Closely comparable in product format (biscuits, free-from snacks), UK distribution, and small-scale challenger positioning in the same specialty channel.
• Doves Farm: UK-based pioneer of organic and free-from flours and bakery products, including gluten-free biscuits and baking mixes. Directly comparable to Against the Grain in its free-from positioning, UK specialist retail distribution, and broad product range spanning flours to finished baked goods.
• Genius Foods: One of the largest UK gluten-free bread and bakery brands, supplying mainstream grocery alongside specialist retail. Comparable in gluten-free bakery focus but operates at meaningfully greater scale with broader product range and stronger grocery distribution.
• Nairn's Oatcakes: Scottish oat-based biscuit and oatcake brand with strong UK presence in mainstream grocery and specialist free-from channels. Comparable in baked-goods category, free-from positioning (oats-based, often gluten-free variants), and UK distribution, though with significantly larger scale and longer mainstream retail history.
• Dr. Schär: European gluten-free market leader producing bread, biscuits, pasta, and bakery products across multiple countries including the UK. Highly comparable in gluten-free bakery specialization and European distribution, but operates at substantially larger scale and with broader category coverage.
• BFree Foods: Irish-founded gluten-free and allergen-friendly bakery brand specializing in breads, wraps, and baked goods sold in UK and European retailers. Comparable in gluten-free baked-goods focus and UK/EU distribution, with similar scale and specialist-to-mainstream retail positioning.
• Mrs Crimble's: UK gluten-free brand specializing in cakes, biscuits, and baked goods sold through specialist free-from and mainstream grocery channels. Closely comparable in product mix (gluten-free biscuits, cakes), UK retail footprint, and small-to-mid-size branded positioning.

Emerging players

• Organix Brands: UK children's and family food brand with a free-from and organic product range sold through UK grocery and specialist channels. Comparable in free-from food positioning, UK retail distribution, and plant-based credentials, though focused on a different demographic (children/family) rather than adult dietary-restriction consumers.

Broad incumbents

• Amy's Kitchen: Large plant-based and organic ready-meal and baked-goods brand with broad UK and European distribution. Comparable in plant-based, allergen-conscious positioning and free-from credentials, but operates at much greater scale and across a much wider category (meals, pizzas, snacks, desserts) rather than specializing in bakery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/against-the-grain-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

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