All gluten-free, the new range comprises Pure Butter Shortbread Rounds, Chocolate Chip Shortbread and Ginger & Lemon Shortbread (all RSP: £2.50/140g)and all are available online. The range is produced using a specialist flour blend and has received certified accreditation from Coeliac UK.
A roll-out to multiples is expected next year. The new products represent the company’s first foray into the gluten-free market as consumer demand and food intolerances increase.
Likewise, DS-Gluten Free has added chocolate sandwich cream Mini Os to its range with an RSP of £1.20, exclusive to Sainsbury’s.
Research funded by Coeliac UK and CORE found that the level of gluten-intolerant diagnoses has increased to 24% – a four-fold rise since 1990. The research also found that three-quarters of people with the disease remain undiagnosed.