Melissa Weller is a James Beard–nominated baker and co-creator of Bub’s Bakery, NYC’s first bakery completely free of the top 9 allergens—and yes, their gluten-free bagels made the New York Times’ best bagel list. Bagels. The most glutenous of all gluten products, and Bub’s is out here competing with (and beating) the traditional NYC spots. If you think allergen-free means compromise, Melissa is here to change your mind. At Bub’s, she’s reimagining everything from laminated doughs to cupcakes without wheat, dairy, eggs, tree nuts, peanuts, sesame, soy, fish, or shellfish—and people literally can’t believe what they’re tasting. We talked to Melissa about creating classroom-safe treats that actually impress, the biggest mistakes parents make when baking allergen-free, and why inclusion matters so much for kids.
Bub’s is NYC’s first bakery completely free of the top 9 allergens. What was the reaction when you first opened, from both the allergy community and the broader food world? Were you surprised by anything?
I watched people’s mouths literally drop after tasting our pastries. They couldn’t believe something could taste that good and still be completely free of the top 9 allergens. That reaction really surprised me. When you’re deep in the work, testing, tasting, and refining every day, it’s easy to forget how far you’ve come. Seeing people experience that progress in real time was incredibly rewarding.
Walk me through what “top 9 allergen-free” actually means in practice. What are you not using, and how does that change literally everything about how you bake?
At Bub’s, we don’t use wheat (gluten), dairy, eggs, tree nuts, peanuts, sesame, meat, or shellfish products. That obviously changes everything, from structure to flavor to technique. When I first started testing recipes, I tackled the easiest things first, like cupcakes. Laminated doughs, such as cinnamon rolls and kouign amann, came much later because they are far more technically challenging without those traditional ingredients.
What do you wish more parents understood about kids with food allergies in classroom settings?
I wish parents of kids without allergies understood how important inclusivity is. Any kind of exclusion can make a child feel singled out or embarrassed. Having inclusive treats means everyone gets to participate, and that makes such a huge difference for kids emotionally.
When a parent is baking for a classroom celebration, what’s the single most important thing they should do first?
Find out what allergies are present in the classroom and make a plan from there. When my son was in elementary school, another child had a gluten allergy, so I made gluten-free Rice Krispies treats so every kid could enjoy the same thing.
Let’s talk about the “sad desk lunch” phenomenon, the kid who can’t eat the birthday cupcakes. How can parents prevent that moment while still creating something all the kids will actually be excited about?
Rice Krispies treats are a great example. Choosing one treat that is free of all the allergens in the classroom ensures no one is left out, and kids genuinely love them. Inclusive doesn’t have to mean boring.
For a parent who’s never baked allergen-free before, what are three pantry swaps you’d recommend they start with?
Start by swapping regular flour for a good gluten-free flour blend. Choose recipes that use oil, like olive oil, instead of butter. Skip the eggs, too. Bananas or applesauce are great egg substitutes in cupcake recipes.
What’s your go-to “wow factor” allergen-free treat that looks and tastes so good kids don’t even realize it’s free of anything?
Honestly, everything at Bub’s, but I think the cinnamon rolls and cupcakes have been the biggest hit for the kids!
Where do parents go wrong when they’re adapting their favorite recipes to be allergen-free?
The biggest mistake is assuming every ingredient is a one-to-one swap. It often works better to start with a recipe that is already designed to be allergen-friendly rather than forcing substitutions.
Rapid fire: What’s easier to make allergen-free, cookies, cupcakes, or brownies?
Cupcakes
Any flavors or decorating tricks that make allergen-free treats feel special and celebratory?
The same flavors and decorating tips apply to both regular and allergen-free treats. Have fun with it, and use gluten-free, vegan sprinkles, especially mixed right into the batter.
What’s one treat you’re working on at Bub’s that you’re really excited about?
I’m working on a croissant recipe that I’m very excited about.
