Generous, gluten-free cookies from Belgium
Generous is a Belgian manufacturer of gluten-free pastries, founded in Brussels in 2013 and now based in Tubize. Using buckwheat, rice flour, and quality ingredients, the team bakes cookies with character—each with its own name, all gluten-free and organic.
Generous stands for gluten-free cookies that actually taste like something. What confectioner Christophe Harou began in 2013 due to his own gluten intolerance has grown into a small Belgian manufacturer with a whole family of varieties: spicy speculoos, chocolatey and fruity cookies, airy hazelnut macaroons, and authentic Belgian waffles. All are gluten-free, carry the organic control number BE-BIO-01, and are baked in Tubize, south of Brussels.
2013, an idea born of necessity
The Generous brand was born in 2013 when passionate confectioner Christophe Harou discovered his gluten intolerance.
Instead of giving up good pastries from then on, Christophe turned necessity into a virtue. Together with his wife, Théodora, he met Jean-Benoît and Aurélie Ghenne from the Brussels bakery L'Arrière-Cuisine, who specialized in gluten-free pastries. Back then, there were hardly any gluten-free cookies that truly tasted good, so the four of them founded Generous together.
The name says it all, as "generous" implies abundance. Even without wheat, a cookie should taste like a cookie, Christophe explains—not like a sacrifice. A personal limitation thus became an entire gluten-free bakery.
Today, a small team of about eight people bakes in Tubize, south of Brussels. Millions of cookies pass through their hands every year, yet every ingredient is still weighed to the gram. The small Brussels bakery has become a manufacturer that has never forgotten its roots.
Over the years, the first handful of recipes has grown into a whole family, from classic speculoos to soft breakfast varieties. What connects them all is their origin in Belgium, the land of waffles and speculoos, and a commitment to taking gluten-free pastries seriously.
Speculoos, chocolate, lemon, and more
The heart of the range is the speculoos, a staple of coffee and tea time in the Benelux countries all year round.
The round classic is available as Sylvain Speculoos—spicy, crunchy, and cinnamon-forward. During the winter, the same dough is shaped into a traditional St. Nicholas figure, plain or as Chocolate Speculoos coated in 30% dark chocolate. Those looking for the round chocolate version all year round can find it as Santa Speculoos.
Alongside these is a colorful array of distinct characters. Charlotte Chocolat is the elegant, chocolatey one with hazelnut and a pinch of fleur de sel—bittersweet and refined. Céline Citron is its bright counterpart: zesty, fresh, and made with real lemon juice. In between stands the mild Victor Vanille, the quiet, buttery classic for every day.
The Nicole Noisette stands out from the crowd: an airy hazelnut macaroon with 22% nuts, made entirely without flour or butter. For the morning, there is the vegan, soft-baked Martin Matin with 32% oats, chocolate, and raisins. And for those who prefer something larger, there are the Belgian Waffles—gluten-free and also lactose-free, made from rice flour.
Each variety comes in its own lovingly illustrated box and features a little character, from the good-natured Sylvain who shares everything, to the sunny Céline. These names are not a marketing gimmick; they are part of the brand's playful nature. It turns the shelf of gluten-free pastries into a little family with faces, inviting you to try them one variety at a time.
Buckwheat instead of wheat, organic throughout
The manufacturer bakes using organic, gluten-free, and predominantly regional ingredients.
Instead of wheat flour, the cookies use buckwheat, potato starch, and tapioca. The waffles rely on rice flour, and for Nicole, egg whites and roasted hazelnuts are sufficient without any flour at all. Each variety has its own recipe, yet they all share the same fundamental idea: conceived as gluten-free from the very first ingredient, rather than modified later.
Baking gluten-free is therefore not a substitute, but a signature style. Buckwheat binds differently than wheat, the dough requires different handling, and that is where the craftsmanship lies. As Christophe sees it, good taste doesn't need wheat—it needs quality ingredients and patience.
Because gluten-free baking is so delicate, Generous pays special attention to clean processing. The oats for the Martin Matin, for example, are specifically gluten-free oats grown and harvested separately from wheat so that not a single grain gets in. Such details determine whether a cookie is truly safe for people with celiac disease.
All varieties carry the organic control number BE-BIO-01. The team in Tubize bakes in the best Belgian tradition, by hand and precisely to the gram. That is why you can taste in every cookie that no one here is skimping on flavor just because the wheat is missing.
Pastries where no one has to miss out
The philosophy of Generous is simple: gluten-free cookies that require no compromise.
Whether on the coffee table, the Advent plate, or in a breakfast basket, these cookies are designed so that people with celiac disease can reclaim their spot, while everyone else will enjoy reaching for them, too. From the 22% hazelnuts in the Nicole to the 32% oats in the Martin, every variety is packed with real ingredients instead of fillers—no one at the table will even ask if the pastry is gluten-free.
For many, gluten-free pastry is not a lifestyle choice but a necessity. Those suffering from celiac disease or gluten intolerance know the feeling of being left out at the coffee table. This is exactly where the manufacturer steps in, with cookies that taste so good that no one recognizes them as a substitute.
The brand also sees itself as a socially engaged company. Some boxes even contain a small "ticket to find," a playful idea that fits well with the brand's generous core attitude. At Generous, generosity is not an empty word, but a philosophy.
How best to get started
If you are trying Generous for the first time, it is best to start with the classic Speculoos.
We love the round Sylvain for afternoon coffee, the fruity Céline with tea, and the hearty Martin Matin for breakfast. The mild Victor Vanille is a cookie that children love, and the nutty Nicole pairs perfectly with an espresso after a meal. For the Advent and St. Nicholas season, the speculoos figures make a lovely gift—a real relief for guests with celiac disease—and for anyone who loves chocolate, the Charlotte is a must.
If you like it chocolatey, there is no way around the Charlotte or the Chocolate Speculoos, and those wanting to enjoy lactose-free treats should reach for the Belgian waffles. The pretty boxes make great gifts, especially for people who rarely receive gluten-free pastries. This turns a dietary necessity back into a small pleasure that the recipient can genuinely look forward to.
You can find the entire range bundled in our Sweet Pastries section, where Generous has its own place with a distinct Belgian touch. Try your way through the family; every variety has its own character and its own name. Generosity you can taste.
All Generous products carry the organic control number BE-BIO-01 – Non-EU/EU Agriculture.
