Cinnamon rolls and buttermilk biscuits made in Longmont were seen by a national television audience, thanks to a spot on reality show “Shark Tank.”

On Friday evening, Longmont-based frozen food brand GoodLove Foods appeared on “Shark Tank,” a show where entrepreneurs pitch ideas to investors. The product line, which also includes puff pastry and pizza crusts, is filled with foods that are all gluten-free and ready to be baked.

GoodLove Foods was founded in 2021 by Longmont residents Chennelle Diong and Justin Beaver, who have celiac disease. When Diong and Beaver met in 2008, gluten-free options for people with celiac disease were not as common as they are now, Diong explained.

“We always talked about starting some sort of food business,” Diong said. “It was just always in the back of our minds. We talked about it pretty constantly.”

The desire to cook safe food for each other — and for anyone looking for tasty, high-quality pastries — led to the inception of GoodLove Foods. When their first product, gluten-free biscuits, received approval from Beaver’s Southern father, they knew they had something special.

“He was like, ‘Are you sure this is gluten-free?’ ” Diong recalled. “That basically triggered everything else.”

GoodLove Foods products are also safe for people with a variety of allergies by excluding soy, eggs, nuts and oats. For the founders, their products are all about sharing the joy of food with as many people as possible.

“A lot of customers felt like they’ve been able to bring traditions back into their family, specifically with the cinnamon rolls,” Beaver said. “They’ve gone years without their cinnamon roll on Christmas morning. They’re so grateful to have this product that they can make at home.”

Diong and Beaver make their pastries in a gluten-free facility in Longmont, which Diong got to tell the TV investors, or “sharks,” in the episode.

“It’s fun being a part of this community and highlighting it,” she said. “It was really fun being able to say, “I’m Chennelle Diong from Longmont, Colo.’ ”

Getting to “Shark Tank” comes after years of Diong pitching the brand at local business competitions. In 2023, GoodLove Foods won the Denver Startup Week pitch competition. Diong then decided to “go big or go home” and apply for “Shark Tank” in 2024, which resulted in a trip to California to film the episode in September.

In Longmont, GoodLove Foods frozen pastries can be purchased at Cheese Importers, 103 Main St. Customers can also order online and pick up products at the GoodLove Foods headquarters.

Diong and Beaver said they’re bracing for orders to start flying in this weekend.

“We already have proof of concept with the customers that keep coming back and our continued growth year over year,” Diong said. “But I think (this appearance) truly does solidify us as a brand that’s here to stay.”