Baking Industry Awards 2024: Gluten-free pittas take Free-From Bakery Product of the Year

The category honours baked goods that have showcased exceptional development to meet specific dietary requirements, with innovative reformulation removing ingredients typically found in recipes whilst delivering great taste, texture and visual appeal.

Among the half dozen finalists this year were a quartet of gluten-free products, both sweet and savoury, and a pair of vegan dessert options.

Winner: Gluten-Free Soft White Pittas, Warburtons

The Bolton-based bakery giant has created a gluten-free pitta that judges found indistinguishable from a standard one – describing it as “so soft, easy to fill, versatile, and fluffy” with a good crumb structure.

This was exactly what the firm set out to do when it started the development journey for the pittas. “It was always our aim to produce a product for our consumers which is as close to our core pittas as possible, so they don’t have to compromise when it comes to quality or taste just because they follow a gluten-free diet,” the business said. “This is really important to us as a business and what really led this innovation.”

It also works with a panel of shoppers who help the bakery manufacturer with taste testing and feedback to improve the products. Not only did the pittas wow the panel of judges, but consumer reaction on social media has also been positive with some declaring they were a “revelation” and another claiming it was the best pitta they have ever had.

Described as high in calcium and a great source of fibre, the Coeliac UK-certified pittas are produced at Warburtons’ gluten, wheat, and milk free bakery site in Newburn, Tyne and Wear.

Warburtons leads the charge in the gluten-free space among the UK’s major bread suppliers, and announced a three-year investment plan to meet consumer demand for versatile and convenient gluten-free bakery items earlier this year when it launched its Gluten Free Soft White Pittas. This was at a time when it was already occupying top spot in the free from bakery category (Nielsen data for the four weeks to 23 March 2024).

Finalist: Gluten-Free Chocolate, Orange & Amaretto Fruit Cake, Ginger Bakers

This rich chocolate fruit cake, enriched with orange and amaretto and decorated with glace fruits, is made at a dedicated space within Ginger Baker’s manufacturing facility in Kendal, at the edge of the Lake District.

The supplier noted the importance of its gluten-free products not being powdery, grainy, or an unacceptable texture, with high quality gluten-free flour and xantham gum used to provide good structure. Ginger Bakers said it was also increasing its R&D spend year on year and allocating a high proportion of its marketing budget to target the gluten free sector.

Judges praised the beautiful looking, fruit-forward cake and said the “amaretto really shines through with an orange undertone”.

Finalist: Gluten Free Seeded Sourdough, Stir Bakery

As another product crafted at a dedicated gluten-free area of a bakery, this sourdough is comprised of gluten-free ingredients including buckwheat, millet, quinoa, sorghum, amaranth, and psyllium husk. Poppyseeds, sunflower seeds, and linseeds are added for extra flavour, with total fermentation lasting 24 hours.

Cambridge-based Stir revealed it had taken six months to find the right gluten-free ingredients and develop the best ratio for desired flavour and texture.

Judges said they loved the use of wholesome ingredients and the “delicious” seeds that were packed throughout the bread.

Finalist: Gluten-Free White Chocolate & Raspberry Blondie, Baker & Baker and Tesco

These fudgy gluten-free blondies – produced in Baker & Baker’s standalone gluten free factory in Ashington, West Sussex for Tesco – contain white chocolate inclusions with an extra layer of white chocolate finished with freeze-dried raspberry pieces.

The sweet treat manufacturer noted that the desired texture of the blondie was challenging to achieve at scale, with multiple tests needed, while engineers came up with a grid frame to ensure equal sprinkle of the white chocolate and raspberry. ‘Blondies are a huge trend within core bakery right now and there’s no reason why free from customers shouldn’t be included too’, added Baker & Baker.

Judges called the product “pretty” and “indulgent”, while enjoying its good amount of white chocolate and buttery flavour. “Delivered on what you’d want from a blondie,” added one judge.

Finalist: Vegan Gingernut Loaf Cake, Costa Coffee

Costa’s bakery team has created a vegan version of a gingerbread product by replacing egg with banana puree. It has also developed its own plant-based gingernut biscuits for the crunchy, crumbled topping, which are made using candied ginger pieces, ginger, cinnamon, and a touch of lemon oil.

The coffee chain said it’s gingernut idea builds on the growing trend of using classic biscuit brands and flavours in baking such as Jammy Dodgers, Biscoff, and cookies & cream, while addressing rising consumer demand for plant-based sweet bakery offerings.

Debuted in Costa’s summer 2024 menu, the loaf cake had “impressive texture” and was moist and easy to eat, according to judges, who also gave props to the “lovely aroma”, well-balanced flavours and cake-to-frosting ratio.

Finalist: Vegan Rhubarb & Custard Cruffin, Docker Bakery

The Kent-based vegan bakery specialist claims its cruffins – which are created by shaping plant-based croissant dough in a muffin tin – have been an ‘unparalleled success’.

This particular variant based on the classic British dessert is filled with a rhubarb & custard crème diplomat, topped with semi dehydrated sugared rhubarb pieces and dusted in vanilla sugar.

Judges said the cruffin “looked incredible” and had excellent lamination, with tasting finding a nice balance of flavours and a light and creamy filling.