Since 2012, I dedicated my career to professional football coaching. However, facing the common reality of job instability in the industry, I found myself once again without a position. Faced with economic uncertainty and the responsibility of supporting my two-year-old daughter, I made a bold decision to venture into a new field I didn't know well, by establishing my own business.

I always loved to cook/bake, and used it as a stress reliever therapy when I was coaching. It allowed me to focus in something completely different and to eat well was always one of my greatest passions anyway, so it was perfect.

However, despite my fondness for cake/cookies, I followed a gluten-free diet for many years. So I often refrained from using traditional recipes, as typically, gluten-free cakes are made with tasteless refined white flour from supermarkets, resulting in dry and unappealing textures.

So, during the weeks I was home with no occupation I  embarked on a mission to create a fresh and moist GF cake using only five "healthier" key ingredients that even athletes or my daughter could eat. My recipe excluded flours, yeasts, refined sugars, and in the end I also decided to replace the dairy products to accommodate my daughter's Inflammatory Bowel Disease (IBD) dietary needs so she could try. It all started with brownie cake...

Through experimentation and dedication, I perfected my cake recipe and later created new flavours. Throughout this process, one of the discerning judges was none other than my daughter Ivy. Along with her loyal companion Snoop Dogg, the family pet, Ivy has been a constant source of
inspiration in my life, and Snoop was her best friend at the time, always following her everywhere. Their influence played a pivotal role in naming
the brand that embodies my commitment to quality and innovation. During the whole process of testing, Ivy and Snoop were always around and I took this original picture that our family loved so much that we decided to use it as a logo  for the company. 

So my sister in law designed the of Ivy & Snoop logo based on this picture, my wife helped me with the decoration of the packaging, and we started as a real family business selling to friends, then in Borehamwood's farmer's market and later supplying coffee bars mostly in North/East London and Hertfordshire.

We are now ready to start to sell online, and I wish you like our cakes/cookies as much as our family likes them. 

Diogo Nobre