Schär launches NPD to bread portfolio

UK gluten-free brand Schär has added the new Wholesome Vitality Loaf to its gluten-free bread range.

The loaf is made with quinoa, chestnut, sorghum, sunflower and linseeds and is available in 500 Tesco stores across the nation – priced at £2.60.

It is high in fibre, low in saturated fat and suitable for vegans, while being gluten-, wheat-, lactose- and preservative-free.

Bradley Grimshaw, UK managing director of Schär, commented: “We know consumers are looking for great-quality gluten-free products with high nutritional value and this new loaf delivers just that. Furthermore, our unique packaging design ensures optimal shelf-life which means our bread stays fresh without the need for preservatives.”

The launch of the Wholesome Vitality Loaf will be supported by online advertising activity, which will run for eight weeks from October onwards. The advertising will target coeliacs, gluten-sensitives and those with an interest in food, health and nutrition, and invites consumers to try an item from the Schär bread range for free.

Customers are directed to download a voucher from the Schär website and post this to the company along with their store receipt in order to be reimbursed for their bread purchase.

The gluten-free bread category is now worth over £69m and is growing at 8% year on year and bread is the biggest category in gluten-free with over a 22% market share. (IRI, Top 6 Retailers, 52 & 12 w/e 17 September 2016).

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