Riverside Bakery in Nottingham has opened a pop-up shop for its successful brand Too Good To Be Gluten Free.

The company launched NO.G - the UK’s first chilled gluten-free savoury pastry range – in March and it has already been snapped up by Whole Foods Market and Selfridges in London. It is the first retail shop of the brand to sell wholesale across the UK.

NO.G spokesman Sam Benjamin said: “We’re getting a fantastic response to NO.G and decided to open a pop-up shop so our local customers could drop in and buy products direct from us.”

The brand will be showcased at the Allergy & Free From Show in Olympia, London from 4 to 6 July and at the BBC Good Food Show Summer 2014.

The range has been developed by Riverside Bakery’s chef Phil Bohemia, who trained with celebrity chefs Gordon Ramsay and Brian Turner. It includes: slow-cooked beef and mushroom pie; butternut, spinach and emmental pie; and mini cheese and bacon soufflés. Recommended retail prices range from £2.69 to £3.99. The shop is open from 10am-3pm on Tuesdays and Fridays.

Demand for gluten-free products is rising as the number of coeliacs increases and people without allergies make healthier eating choices.