How hard is life without bread?

…or cereal, or Friday Pizza night…or Sunday pancakes?

You feel like you are totally missing out. Friends feel awkward about asking you over for dinner (what DO they actually eat??).

You need to have a fridge full of fresh produce (spray free and ethically sourced of course!!)

You feel like half of your life is spent either planning, shopping, making food or clearing up. A quick snack is a thing of the past.

Pssst - it's not really 'bread' at all ... it's veggies, nuts and seeds in disguise!

After more than a decade, we can confidently say our products are crowd-pleasers. Yes, even the beige-loving eaters and sceptical relatives are into them. Many customers have even told us they prefer our Primal Alternatives to the “normal” versions.

Primal Alternative was founded in 2014 by Primal Health Coach Helen Marshall (aka H) after a personal journey of healing through real food. Frustrated by the lack of satisfying grain-free options, H began baking her own. It wasn’t long before she needed to scale.

In 2016, she created the Primalista Licence so more people could make and share these nourishing products locally. What started in one kitchen has now grown into a grain-free bakery network across Australia, New Zealand, the UK, and the US. Over 360 Primalistas have joined the movement since then.

Some bake around their family life. Others build a small business they love. All are part of something bigger—making homemade, grain-free options available in their local communities.

Whether you’re looking for a creative outlet or something more structured, the Primalista Licence is designed to work around your life. We’d love to see a Primalista in every town so that grain-free living becomes easy and joyful for everyone.

Now you can have your bread and eat it and still stay on track to smashing your health & business goals.