Flatbread specialists BFree and Deli Kitchen have launched new wraps into supermarkets including a gluten-free option and one inspired by a popular bagel seasoning, respectively.
The new Soft White Wraps from Northern Ireland-based gluten-free bakery supplier BFree are currently in Tesco and Asda stores (rsp: £2.70 for a four-pack). The company noted that they provide maximum softness whilst being sturdy enough to rolled with any filling without breaking, an issue with other gluten-free wraps.
High in fibre and protein, the wraps were developed by BFree’s food tech and NPD teams and feature natural ingredients such as apples, peas, carrots, sweet potato, and chickpeas. They are produced using state-of-the-art equipment at its site in Crossmaglen, County Armagh, which is said to be the largest dedicated gluten-free flatbread facility in the world.
According to Circana data (52wks ending 13 July 2024), BFree accounts for 55% of total gluten-free flatbread sales in the UK, including pittas, wraps, and naan breads.
“We’ve created a product which breaks the mould of gluten free bakery food,” commented BFree CEO Alex Murphy. “Never compromising on taste or quality, we’re dedicated to offering alternatives that combat the stereotypes of gluten free food.
“Crafted with a precise blend of plant protein, fibre, and starches, each wrap is baked to perfection and the result is the best gluten free wrap on the market, surpassing the quality of all competing products,” he added.
The gap between gluten-free and conventional bakery has been significantly reduced in recent years, with manufacturers continuing to invest in the space to capitalise on its growth despite the elevated costs of production resulting in higher price tags.
Warburtons in particular has launched a raft of new gluten-free products in recent months such as its Soft Pittas, which went on to win the Free-From Bakery Product of the Year category at the recent Baking Industry Awards 2024.
Deli Kitchen is another brand looking to add innovation and attract new shoppers to the wraps category, now worth around £183m [Nielsen, 52w to 7 September 2024].
Its new Everything Wraps (rsp: £1.75 for a six-pack) have hit the shelves of Sainsbury’s stores nationwide. Based on the seasoning for ‘Everything’ bagels – reported to have amassed over 82.4m posts on TikTok – the wraps feature a combination of garlic, onion, poppy, flax, and linseeds, known to also boost digestive health.
They are described as perfect for breakfast burritos or a BLT, providing the seasoned base for a more creative yet quick and easy breakfast, lunch, or dinner.
In October, Deli Kitchen rolled out new high protein wraps, flatbreads, and banana pancakes. The brand is owned and manufactured by Signature Flatbreads, which earlier this year announced plans to invest £150m to increase capacity and expand its product range, with more than 500 jobs expected to be created at its 500,000 sq ft site spanning multiple units across Chiltern Park Industrial Estate on the outskirts of Dunstable.
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