ABOUT GRAINED
GRAINED is a curated gluten-free discovery project founded in Stockholm in 2025.
Created from the belief that gluten-free food should never feel like a compromise, but rather like culture, pleasure and everyday ritual.
A different starting point
The idea emerged while working inside the gluten-free world.
Researching products, markets and trends revealed a clear gap:
Most gluten-free offerings felt medical, apologetic, or visually neglected — as if made for restriction rather than enjoyment.
Yet so much of what we naturally eat is already gluten-free.
It simply lacked modern expression, thoughtful curation and aesthetic value.
GRAINED began as a question:
What if gluten-free products were discovered the same way we discover wine, perfume or design objects — through tasting, selection and story?
What GRAINED is
GRAINED is a thematic degustation experience.
A rotating edit of snacks, pantry objects and lifestyle pieces sourced internationally and curated with care.
Each selection is chosen for:
- taste
- ingredient integrity
- design presence
- shelf desirability
- sensory pleasure
No explanation needed that it is gluten-free.
It is simply good.
The box
GRAINED is a thematic degustation experience.
A rotating edit of snacks, pantry objects and lifestyle pieces sourced internationally and curated with care.
Each selection is chosen for:
- taste
- ingredient integrity
- design presence
- shelf desirability
- sensory pleasure
No explanation needed that it is gluten-free.
It is simply good.
The Living Room
In 2026, GRAINED opened its Living Room in Stockholm.
A physical extension of the box:
a space to meet, taste, rest and explore.
Here, visitors can discover permanent selections, seasonal edits, collaborations and pop-ups — and return to the products they loved from previous boxes.
The ambition is simple:
to become a true gluten-free destination that people choose regardless of dietary need.
Inclusive by quality, not by claim.
Philosophy
GRAINED operates on a no-compromise principle.
No “good for gluten-free.”
No apology.
No medical atmosphere.
Only products worthy of any shelf, any table, any ritual.
For people sensitive to gluten.
And for people who simply appreciate good things.
Founders
GRAINED was founded by Loic Noé Jonasson, entrepreneur and brand strategist with a background in gluten-free innovation (Happy Atelier Gluten-Free Bakery) and luxury retail (CELINE, Le Labo).
The project is developed together with Patrik Jonasson, chef and former food retail leader (Cajsa Warg), bringing deep expertise in sourcing, quality and culinary evaluation.
Direction
GRAINED is evolving into a platform and hub for modern gluten-free culture — connecting makers, products and people through curated retail, discovery and experience.
From Stockholm to wherever good gluten-free deserves to travel.
Manifesto
Gluten-free is not absence.
It is selection.
Not limitation.
But attention.
We believe sensitivity deserves beauty.
And everyday food deserves ceremony.
GRAINED exists to make gluten-free desirable, modern and shared —
without labels, without explanation, without compromise.
This is grained.
For those who know that gluten-free should never mean compromise.