West Wales loses beloved gluten‑free bakery as owners close shop
Owners of the HEB gluten‑free bakery cite health and lifestyle pressures for shutting down, sparking concern among customers across three counties.
West Wales has lost a much‑loved gluten‑free bakery after owners Kelly and Jonny Lister announced its closure this week.
The HEB team, a regular fixture at Cardigan and Fishguard markets and operating a click‑and‑collect service from a bakery near Llangranog, also supplied shops across Ceredigion, Pembrokeshire and Carmarthenshire.
“This is especially difficult because the bakery has been a success,” the couple said in a statement.
“In a short space of time, we’ve built something we’re incredibly proud of, with the most amazing customers and support.”
We’ll always be grateful that we took the leap and we gave it a proper go and tried. Regret weighs heavier than fear.”
Having moved home to West Wales hoping for a slower pace, the Listers said the reality of running a bakery quickly proved at odds with their desire for “more time with family and friends, more fresh air, the beach, and simply having time to enjoy it”.
When Kelly’s health required a break, the couple reflected on the lifestyle they had built.
“The bakery has become our whole life,” they said.
“3:30am starts, saying no to plans, prioritising sleep over seeing people we love, and days off that never really feel like days off because the business is always in our heads.”
We’ve learnt something important. The lifestyle required to run a bakery isn’t the lifestyle we want.”
“We have huge respect for anyone who does this, it’s tough out there.” Brutal even.
But we don’t want brutal.”
Despite the challenges, the Listers expressed pride in what they achieved.
“We’ve learnt so much, met some amazing people, and created something we never could have imagined when we started.”
They added that they hope another entrepreneur might take over elements of the business.
“We’ve created something with a brilliant customer base, a strong reputation and a lot of potential,” they said.
“We’d love to see that continue in some form if the right opportunity came along and someone else wanted to give a gluten free bakery a shot.”
The pair have invited interested parties to contact them directly via WhatsApp or on 07517 787984.
“We’re genuinely so sorry to disappoint anyone.” That is by far the hardest part of this decision,” said the pair.
“Thank you for being part of our HEB journey.” We really, really mean it when we say we couldn’t have done it without you.”
Customers across the three counties now face the loss of a specialist gluten‑free outlet, while the Listers look forward to a quieter life focused on health and family.