Written by: Sonja Staničić
Photos: Tomislav Marić
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Handmade seeded bread, colorful sandwiches, aromatic pastries, vegetable pies, tapioca balls, moist cakes, and pies—all without a trace of gluten—are just part of the rich selection of over one hundred gluten-free products from the “Kata Gluten Free” brand. About ten years ago, when “Kata” was just starting out, little was known about celiac disease in Croatia, and gluten-free products were scarce and expensive. Today, the situation is quite different, and gluten-free diets are becoming more common, recommended even for those who aren’t directly affected by intolerance.
However, skepticism still lingers for many: can gluten-free products be just as delicious as their regular counterparts? The answer is a resounding yes!
– One of my main missions from the start was to break the stereotype that gluten-free products are tasteless – says Iva Zovko, the cheerful owner and director of “Kata Gluten Free”.
She has certainly succeeded, as in recent years, Kata’s products have been sought after across Croatia. Not only are they enjoyed by people with celiac disease, but also by athletes, food enthusiasts, and anyone choosing a healthier diet.
Naturally creative and full of energy, Iva is an entrepreneur with an innate talent for business, a mother of two teenagers, and, as she admits, a big foodie. She instantly wins us over with her directness and vibrancy. We begin our conversation by recalling her first steps in the gluten-free world, when six years ago she took over the business from the brand’s founder, Katarina Komarica.
– Katarina started everything in 2015 after being diagnosed with a severe form of celiac disease. At that time, the selection of gluten-free products in Croatia was very limited, so she started making bread and pastries herself, experimenting with recipes. She soon introduced them to a few friends in the gastronomy world, like Ana Ugarković, and word began to spread. In the beginning, she delivered her products by bicycle, but as demand grew, she opened a small production facility on Preradovićeva Street. Many small shops began stocking her products, and eventually, they even entered Spar, which was a big step – says Iva, who met Katarina by chance through a mutual friend.
At the time, Iva was working as a brand manager for a renowned French cosmetics company, but despite the challenging career, she felt she was at a crossroads in her life and needed a change. That’s when Katarina unexpectedly appeared in her life, revealing her plan to sell her established business and pass it on to someone who would continue to build and develop it with the same passion.
– I clicked with Katarina from the first meeting… She introduced me to all the production details, but it took months before I made the final decision to take over „Kata“. My husband Luka joined me – we both left our stable jobs, took out loans, and mortgaged our apartment to buy new equipment – Iva recalls, adding that many people called them crazy for embarking on such a business venture with two small children.
From the small facility on Preradovićeva Street, they moved production to a larger space in Savica. They invested in top-notch equipment and hired more staff. They kept the brand name but elevated its philosophy to a higher level. They expanded their wholesale network and product offerings, which were stocked in Spar, Plodine, Konzum, small shops, hotels, and restaurants. The business took off, but it was incredibly demanding and exhausting.
– We literally worked day and night. Our children barely saw us during that time – says Iva, admitting that they sometimes wondered, “What were we thinking?”
And they had no idea that soon the entire world would come to an abrupt halt. The pandemic hit…
– Demand suddenly dropped dramatically, everything changed. We had to cut back production, leaving only two employees out of the original ten. We tried online sales, but the quantities were too small to cover costs – Iva recalls.
However, instead of giving up, they decided to use the time to refresh the concept of “Kata Gluten Free” for the post-pandemic period.
– My big wish from the start was to have our own retail space where we could showcase all our products and interact directly with customers and their feedback. We found a space at Petrinjska 29, and with modest funds and entirely on our own, without any contractors, we began setting up our first brunch bar – she says proudly, recalling the months-long renovation.
Just before opening, an unexpected opportunity arose: a friend offered them an even better and more suitable space at Martićeva 15.
– I’ve always loved Martićeva Street; it inspires me. I used to walk there often, dreaming of living or working there. This new space was a dream come true! Stubborn and prone to taking risks as I am, I couldn’t pass up this opportunity. My husband was in disbelief since Petrinjska had just opened, and we had just finished all the renovations – Iva laughs, but she eventually convinced him to go for Martićeva as well.
It turned out that these brunch bars were a perfect hit, giving the brand a new dimension, greater visibility, and the chance to significantly expand the product range. They also attracted customers who weren’t necessarily celiac, but who cared about healthy eating and sought something high-quality and different.
– At “Kata”, we believe that quality and taste go hand in hand. Our products aren’t just gluten-free; they’re thoughtfully crafted and handmade with the best ingredients to provide an unforgettable experience. We’re constantly exploring and developing new recipes, proving that a gluten-free diet doesn’t have to be a limitation but can be an opportunity to enjoy new, rich flavors – she explains.
Apart from the regular offerings, the brunch bar’s menu changes based on customer feedback, offering gluten-free vegetarian, vegan, and keto options, as well as lactose-free recipes. The brunch bar also functions as a small specialty shop, selling certified Croatian gluten-free products like spreads, juices, beers, and dairy products.
When asked which products are currently the most popular, Iva quickly responds:
Tapioca balls, which everyone loves, and cakes. Our main product used to be gluten-free bread, but demand for bread has significantly declined. As for cakes, we can barely keep up with the demand…
Despite the high cost of raw materials and the longer production process, which significantly increases labor costs, they strive to be affordable to customers and fair to their employees.
– Most of our employees have been with us for years; they know all the procedures, they’re well-trained, and most of them don’t eat gluten privately. They truly live our brand – she says gratefully.
Recently, they’ve expanded into catering, and since they “broke the ice” at a large corporate event, offers and compliments haven’t stopped coming in. Their creative, colorful platters of tasty, healthy bites have become a must-have addition to events hosted by companies like Atlantic, Foreo, Auto Hrvatska, Deichmann, Arena Centar, Siemens, and others.
Looking to the future, they hope to expand into other European markets like Austria and Slovenia, develop their catering segment, and establish a franchise concept for “Kata” brunch bars across Croatia and neighboring countries.
