A New Flour Simplifies Gluten Free Baking for Tri State Chefs


In 2011, Lena Kwak along with chef Thomas Keller introduced their company, Cup4Cup to the public.  Cup4Cup is premium gluten – free brand that distributes its many products to retailer’s worldwide.

President Lena Kwak invented Cup4Cup at co-founder chef Thomas Keller’s reputable restaurant, The French Laundry, in Yountville, California.  The name Cup4Cup was created with the intention to reflect product’s ability to replace all-purpose wheat (or whole wheat) flour in recipes, literally “cup for cup.”  Kwak and Keller focus on neutral flavor, texture, and performance while making Cup4Cup products, attributes often deficient in gluten-free flours.

Cup4Cups’s products consist of a nutrient-dense gluten-free flour blend that was introduced to the market in 2014, a wholesome vanilla cake mix introduced last month, as well as a wholesome corn bread expected by mid-2015.  In addition to its gluten – free ingredients, Cup4Cup makes all of its products with non – GMO ingredients as of January 2015. 

These delectable products have made Cup4Cup a highly respected brand in the CPG in addition to the gluten-free categories.  Cup4Cup’s exceptional products have captured the attention of retailers and foodservices globally.  Cup4Cup is available in major retailers such as Williams-Sonoma, Wegmans, Whole Foods (select regions), Sprouts Farmers Market, Albertsons, Kroger (select regions), HEB, Meijer, The Fresh Market, Overwaitea (Canada), and Choices Market (Canada).

In 2014, Cup4Cup was sold in 3000 retail locations, a growth of 1100% since 2012. 

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Cup4Cup is also available for purchase in bulk size.  There has been an observable increase of 291% in sales between 2012 and 2014, and a 282% increase in bulk sales in the same time frame. Many of Cup4Cup’s major bulk size customers include industrial customers with national retail distribution, national restaurant chains with 130 doors, as well as regional restaurant chains with 85 doors.