Paleo Magazine Business Spotlight

Finding great tasting grain-free baked goods has finally gotten easier. With products like Classic Carrot Cake, Celebration Cakes, Cinnamon Bun Muffins, Cinnamon Walnut Coffee Cake and
Double Chocolate Cupcakes, The White Lion Baking Company, located in Brookline, MA is cranking out some amazing products that will please just about anyone following the Paleo diet.

The bakery, named White Lion for “Pale-Leo”, was co- founded by John Vaillancourt and Elena Moir in March of this year. They have been eating a Paleo diet since early last fall and came up with the idea for a grain-free bakery after discovering how difficult it was to find good Paleo-friendly baked goods. One day they discovered an almond flour recipe and thought, “Hey we can do this” Both of them had worked in “regular” bakeries before and harnessed that experience to create some of the lightest, tastiest Paleo baked goods we’ve ever tried – and it’s all done without grain/ legume flours, starches, refined sugars, gums or corn-based products.


One of the downsides with a lot of gluten-free bakeries is that they simply replace the wheat flour with nutritionally inferior gluten-free flours, and then try to boost the flavor by adding a bunch of refined sugar and fillers. Not these guys. John and Elena are committed to using only the best whole food ingredients like almond/coconut flours, pastured eggs, grass-fed butter, coconut oil and honey. And they proudly display the ingredients, as well as the nutritional breakdowns, for all of their products on their website. In a constant effort to provide the best products for their customers, White Lion is now only using paleo-friendly ingredients. They are also more than happy to make egg-free or dairy-free items if necessary for anyone with egg and/or dairy allergies or intolerances. They’ve also started offering baking mixes, all of which can be made dairy free, so you can quickly and easily enjoy a great Paleo treat fresh from your own kitchen, or make a delicious Paleo-friendly cake for your next birthday.

We were lucky enough to have the opportunity to try some of their amazing products and were pleasantly surprised. Each product had a different texture and its own unique flavor – the Rosemary & Thyme Herb crackers tasted different than the Cheddar & Sea Salt crackers and the Parmesan-Herb biscuits were different than the Chive biscuits. Everything didn’t just taste like almond flour. While this may not seem like a big deal to some, believe me, it is. Having everything taste the same and having a similar texture is unfortunately something that happens quite often
with a lot of grain-free products. White Lion has done an amazing job bucking that trend, creating uniquely textured products that taste great and melt in your mouth. It’s no surprise that the bakery has held tastings with the local CrossFit crowds, with great success. They also supply one of the local restaurants, The Regal Beagle in Coolidge Corner, with weekly deliveries of crackers and buns and offer free delivery in the Brookline area. For anyone in the rest of the U.S., their products are available online. You can choose to have your order shipped either 2-day
or if you just can’t wait, they do offer an overnight option. Given the recent explosion of the Paleo diet, and the growing success of their business, John and Elena have set their sites on growth. Elena is toying with the idea of providing classes on how to incorporate their products into meal time and offering advice on cutting grains from your diet. They have recently started adding employees and have been working on opening a brick-and-mortar storefront in the Boston area. The best news? If things go well, they may look at opening more stores throughout the U.S. White Lion Baking Company is a welcome addition to the Paleo community and does a wonderful job of providing Paleo-friendly products that taste great. If you’re looking for that special treat, that cake for your child’s birthday or that Sunday morning coffee cake, give their products a try. You can reach White Lion Baking Company online at or by phone at