Is B Tempted Still in Business? (2026 Update)
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Look for B Tempted on AmazonFull story →Sarah Hilleary started baking because she couldn't find a gluten-free cake worth eating, and years later brought that fix into series 15, episode 8: proper cakes and brownies aimed at anyone with a food intolerance who refused to settle for a sad substitute.
The bakery is still running, and it has ended up in considerably grander company than most Den food pitches manage.
A large stake for a personal mission
Hilleary wanted £75,000 for a sizeable 40% of the business, a stake that size reflecting just how much money a small bakery needs to move production up a gear, and Tej Lalvani, chief executive of Vitabiotics, funded it in full.
A founder solving a problem she lives with daily tends to be harder to doubt than someone chasing a spotted trend, and Lalvani's own career scaling consumer health brands made him a sensible match for a bakery built on exactly that kind of authenticity.
Holding ground against every supermarket's free-from aisle
Gluten-free has become a far more crowded shelf since Hilleary first started, with most major supermarkets now stocking entire free-from ranges of mass-produced alternatives.
That a small, dedicated bakery still keeps premium shelf space in that environment, instead of getting muscled out by the majors, suggests there is a taste gap the big producers have never managed to close.
From a home kitchen to royal catering
The range, which has picked up several Great Taste Awards, is sold through Harrods, Selfridges, Fortnum & Mason, Whole Foods Market and Bayley & Sage, and the bakery has supplied catering for royal family engagements, a level of validation few small British food producers ever reach.
It also holds SALSA accreditation at its dedicated gluten-free site in Leytonstone, a food safety certification retailers require before listing a small producer, and keeping that certification current over years is a quieter but equally telling sign the operation is still being run properly rather than living off its reputation.