Contributed by Joy Manning
KANSAS CITY, MO — Back-to-school season brings more than just a flood of lunchbox cookies and PTA bake sales. For bakeries, it also presents a growing challenge: meeting the increasingly complex dietary needs of school communities. Between food allergies, ingredient bans and heightened packaging expectations, bakers are under pressure to deliver treats that are as safe as they are celebratory.
Keeping a few basics in mind can set traditional and allergy-aware bakeries up for success this fall.
Safety first
The first step toward becoming a more allergy-aware bakery is offering options that eliminate the most common threat: nuts. If going entirely nut-free isn’t an option, creating a designated “safe zone” in the kitchen is a practical compromise.
“Use separate tools, pans and storage areas, and be clear with customers about the limitations,” suggested Estela Martinez, owner of Askatu Bakery & Cafe in Seattle.
If space is scarce, another option is to source pre-packaged wholesale treats from a dedicated allergen-free bakery. Joe Hitzemann, founder of A&J Bakery, a peanut-, tree nut-, gluten- and sesame-free facility in Cranston, RI, sells his cupcakes to many traditional retail bakeries.
“It’s a safe, convenient option to offer customers without risking cross-contact,” he said.
Be radically transparent
Parents and schools need clear labeling to feel confident in a treat’s safety and compliance with classroom, school or district rules. That means listing every ingredient — from flours to flavorings — in order of weight. Include allergen statements and, if at all possible, nutritional panels.
“Consistent labeling matters,” said Christine Allen, owner of Mo’Pweeze Bakery in Denville, NJ. “Parents want to see labels that clearly list allergens, even on individual items. It helps them feel confident in what they’re buying.”
She also noted that even small steps matter.
“Rethink your ingredient list,” she said. “Small swaps like using sunflower seed butter instead of peanut butter or oat milk instead of dairy can make a big difference without compromising flavor.”
Think about sustainability
In allergy-aware bakeries, what goes into the mixer — and on the package — can also impact sustainability. Estela avoids water-intensive crops such as rice, almonds and cashews in favor of drought-hardy grains like sorghum, millet and teff. These ancient grains are not only more eco-friendly; they’re also full of nutrients and naturally gluten-free.
Packaging is another piece of the puzzle.
“Many compostables are made with corn-based polylactic acid, which can be risky for customers with corn allergies,” Estela said. “To reduce that risk, I encourage customers to bring their own reusable containers.”
Build and maintain trust
Allergen-aware baking isn’t just about products; it’s about people. Parents of children with life-threatening food allergies are often on high alert. Sharing the bakery’s story, showing consistency and delivering delicious results build the kind of loyalty that lasts long after the school bell rings.
“Trust is everything when you’re working with parents who need school-safe treats,” Christine said. “They’re not just buying a cupcake; they’re putting their child’s safety in your hands.”
Most allergy-friendly bakeries aim to create items that all customers — including those without dietary restrictions — can enjoy. Offering samples is a simple and effective way for bakers to win over skeptics. If samples aren’t feasible, offering smaller, individually priced baked goods is another option to encourage first-time tasters of allergy-friendly items.
Both allergy-aware and traditional bakeries that want to expand their menus by adding such products to their menus can create back-to-school energy in their bakery cases by taking simple steps that make a big difference. Vetting ingredient vendors, having transparent communication and prioritizing consistent labeling go a long way toward building — and maintaining — a loyal customer base.
This story has been adapted from the June| Q2 2025 Craft to Crumb mini-mag. Read the full story in the digital issue here.
