A food trailer parked at a garden centre in Norwich has been attracting customers from up to 250 miles away.
Greg Barber opened the Tasty Food Company at Thorpe Plant Centre in March and his gluten-free bakes became a quick hit.
His coeliac customers explained it was difficult to find treats that were not bland and Mr Barber was inspired to make his business 100pc gluten-free.
Now, this group can enjoy a range of items, from full lunches like beef hotpot and mac and cheese to bakes such as sausage rolls, cheese pinwheels, doughnuts, cakes and brownies.
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The owner - who is helped by partner Kiri - said customers have come from as far as Kent, Sussex, Reading and Darlington.
"We have served eight-year-old twins that had never tried a pasty, children who had never tried doughnuts and adults who hadn't had pies or doughnuts in 20 to 30 years," he said.
"One customer's seven-year-old son had his first pasty and doughnuts with us - he said I was his hero, Gluten-Free Greg."
Visitors will also be able to sample the new Signature Lily Sausage Roll, named after Mr Barber's grandmother who died two weeks ago, just six weeks before her 100th birthday.
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"My nan always joked that Greggs names a sausage roll after me," he recalled. "So, now we have one named after her."
The Tasty Food Company is open between 10am and 3pm Monday to Saturday and between 10am and 1.30pm on Sundays.
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