The Good Pud

Thursday 3rd August 2017
After a brush with a bad stomach bug, Lucy Wager could barely eat anything but plain rice for a year. In the end, she had to leave a job she loved – working as a food product developer – to focus on creating a healthier lifestyle.

The Good Pud

After a brush with a bad stomach bug, Lucy Wager could barely eat anything but plain rice for a year. In the end, she had to leave a job she loved – working as a food product developer – to focus on creating a healthier lifestyle. 'It wasn't long before I had my health under control with a very strict dairy-free diet and it was then I realised just how few really good products were available for people like me. My food developer passion was sparked and I decided to put everything I had learnt into doing something for myself and other people like me who are on a restricted diet.'
Lucy admits that her very first pudding recipe took only minutes to develop, as it was rustled up on a whim to satisfy a sudden sweet craving. 'I threw some coconut milk and chocolate together – it was a flash of inspiration, which then became an obsession. My next product was banoffee because I wanted to really push the boundaries with a dairy-free toffee. This took a lot more consideration and a few hours in the kitchen to get it just right.'
As a small business, Lucy says there has been much to learn along the way, but her biggest challenge has been getting people to know that her Pudology products exist. 'The first time we won a free-from award was probably one of the proudest moments I've felt; it was the recognition from within my industry and from consumers all at the same time,' she says. 'I think it will be a long time before I feel like I've made it, but our launch with Sainsbury's has been a huge achievement and has given us prime shelf space in a retailer very close to my heart.'
While the Deeply Decadent Chocolate Pud is currently her best seller, with the new Simply Sumptuous Millionaire's Pud close behind, Lucy's personal favourite is the Smooth Chocolate Orange Pud.
'I was thrilled this product won a Gold Star at last year's Great Taste Awards. A true accolade for a free-from product in such a mainstream competition.'
With all her products free of nuts, dairy and gluten, and suitable for vegan, halal and kosher diets, Lucy believes the award is a sign that even people who don't need to be free-from are increasingly open to trying new things. 'I've had to coax so many people into sampling products at shows because they "don't eat free-from/vegan". It's great when you convince someone like that –
I love watching their facial expression change when the spoon goes into their mouth!'

Pudology products are available from Sainsbury's and other retailers nationwide. Find out more at www.dairyandglutenfreedesserts.co.uk.

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