Baron's first cafe was called Udi the Sandwich Man, which opened in 1994.
In 2008, Baron teamed with a gluten-free baker and started producing gluten free products.
The pair focused on the 10% of Americans that are either gluten intolerant or have celiac disease, knowing that typical gluten-free products on the market "tasted terrible".
Retailers initially rejected gluten-free products, seeing them as a "fad"; the market has since grown to $4.2 billion annually.
[3] Conagra Brands is the current owner of the Udi's product line.