Free-free bakery brands Oaf and Promise Gluten Free have added new sub rolls, flatbreads, and sourdough loaves to their retail offerings.
Oaf, which was launched by Pontypool-based gluten-free food supplier Juvela in June, has unveiled Super Softie Sub Rolls and Squares (flatbread) – with two variants of each.
Available in White and Cheese & Herb options, the sub rolls (rsp: £2.75, two-pack) are said to tap into the lunchtime trend for loaded deli-style sandwiches across gluten-free consumers’ socials. They are made using the same recipe as Oaf’s bestselling White Softie Loaf, which includes wheat starch with the gluten removed.
The flatbread squares (rsp: £2.60, two-pack), meanwhile, target the elevated snacking occasion and come in Garlicky and Tandoori-infused flavours. Oaf noted that they are vegan and free from the top 14 allergens, and are ready to heat, top and fill in minutes. They can be torn along the pre-perforated lines into bite-sized squares to serve as a light lunch, snack board hero, or side to a meal, it added.
The two innovations join existing Oaf lines on Tesco shelves, including White Softie, White Sour D’oh, and Seedie Sour D’oh loaves as well as Pizza Base Slices.
“We are delighted to expand the Oaf range with these exciting new additions,” commented Matthew Cain, head of sales at Juvela and Oaf. “As a brand we’re on a mission to redefine lunchtime and all-day-snacking in the gluten free category, delivering on bold new flavours and uncompromising taste, in versatile, on-trend formats that bring fun, enjoyment and value back for these consumers.”
Ireland-based Promise Gluten Free has launched a new Halkidiki Olive Bread (rsp: £4.15) at 377 Tesco stores across the UK.
Baked with premium Halkidiki olives, the new loaf is an extension of the brand’s Handcrafted Sourdough range which it said has been a “real game changer for consumers who want all the taste and texture of traditional bread, without the gluten”. It is vegan and high in fibre, whilst being low in fat and sugar.
Promise has also picked up a Tesco listing for its square-shaped Soft White Rolls (rsp: £3.70) under its Handcrafted Sourdough range, which have been on the market for the past year at Sainsbury’s and Morrisons. Like the Oaf sub rolls, they are designed as a carrier for a deli-style sandwich for lunchtimes.
At the start of the year, Promise Gluten Free owner Mayfair announced that it was taking over Azeda, the owner of Pat the Baker and Irish Pride. The deal was aimed at providing added production capacity for Mayfair’s fast growing Gallaghers Bakehouse brand, which operates out of the same site as Promise in Cashel near Ardara, County Donegal. Gallaghers range of sourdough loaves, soda bread, baps, and buns is supplied to retailers in the UK and Ireland.
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