What "keto" means on our labels — and what it does not
We tag some products keto and we are careful about what that tag claims. Here is exactly what it means, and what you should check yourself.
Some of our products carry a keto tag. It is worth being precise about what that is, because the word is used very loosely and the consequences of getting it wrong belong to you, not to us.
What the tag means
It means the product is built on flours that are not cereal grains — almond chiefly — and that it was formulated with a low-carbohydrate diet in mind. The keto sourdough, the almond baguette and the almond burger buns all carry it. Every one of them names the flour it is built on; the full ingredient lists are going up product by product, and a page without one yet says so.
What the tag does not mean
It is not a certification. Nobody has audited it. It is not a medical claim, a carbohydrate guarantee, or a statement that the product suits any particular person's diet. We do not publish macros we have not had measured, and we would rather say that plainly than print a number that looks authoritative and is not.
Why we do not say "gluten free"
Because we cannot stand behind it. Several of our products use no wheat at all, and it would be easy — and much better for search traffic — to call them gluten free. But our kitchen handles gluten every day, the flours we buy are milled in facilities that handle wheat, and gluten free is a regulated term in the UAE that requires evidence we do not have. So we say what is true instead: which flour it is made from. If you need a certified product, we are not it, and we would rather tell you than sell you.
What to do with that
Read the product page: it names the flour, and the full ingredient list wherever we have published one. If a page has not got one yet, ask us and a person will send it — do not assume from the name. If you are managing a medical condition, take the ingredient list to someone qualified rather than trusting a tag on a bakery's website, ours included. And if you have an allergy, message us: a person answers those, never an automated reply.