NO.G gluten-free brand has won its first major supermarket contract with Sainsbury’s. 

Six of the brand’s gluten-free products will be stocked in the chilled aisle in 150 Sainsbury’s stores.

The Nottingham-based Riverside Bakery’s NO.G range is also stocked by Ocado and Whole Foods Market.

The launch will be backed by a PR and social media campaign, as well as trolley and POS advertising.

Sam Benjamin, NO.G brand manager, said: “We’re delighted that Sainsbury’s is stocking six products from the NO.G range. They have created a dedicated chilled free-from shelf within the aisle to help signpost customers to the range.

“Customers love the high quality and great taste of our products and the fact that you don’t have to be a coeliac to enjoy them.”

The NO.G range in Sainsbury’s will include: Chicken, Bacon & Leek Pie, Steak & Ale Pie, Vegetable Pie, Quiche Lorraine, Cheese & Onion Quiche and Crustless Garden Veg & Feta Quiche.

The brand has been touring a number of food festivals this year, including Jamie Oliver’s The Big Feastival. 

NO.G, a Coeliac UK-registered product range, launched in April at the 2014 Food & Drink Expo where it won the innovation award.