Promise Gluten Free has launched plain and multiseed gluten free bagels at Sainsbury’s, said to be targeting a morning goods segment currently experiencing strong growth.
The free-from bakery supplier, based in County Donegal, Ireland, revealed it had upgraded its manufacturing equipment to make ‘perfectly shaped bagels’ with new recipes and reduced packaging.
Promise’s plain gluten free bagels will be stocked at 300 Sainsbury’s stores across the UK, while the multiseed version are rolling out at 200 stores.
The brand has a long-standing relationship with Sainsbury’s, while Tesco added its products to its free from category in 2022. Last November, it picked up listings at Morrisons for its best-selling Soft White and Multigrain loaves.
Promise CEO Patrick O’Sullivan said the company was redefining how consumers view the gluten free baked goods category, asserting that more than 40% were now open to buying free from bakery products either out of need or for health and wellness reasons.
“We have worked hard to continue innovating to make nutritious and great tasting products every day,” commented O’Sullivan. “Promise is bridging the gap between gluten free and mainstream bread which means there is massive growth potential for our brand.”
Whilst claiming to be the fast-growing gluten free bakery brand in the UK at present, as well as a very strong market leader in Ireland, Promise said that, more recently, it has become the ‘number one player’ in Canada, where it has been responsible for all the category growth over the past two years.
According to Kantar data for the 12 weeks ending 6 August 2023, the UK gluten free bakery category (including bagels) is delivering strong growth at +32% in value.
Promise’s sales of its gluten-free products – including white, seeded, and sourdough loaves, baguettes, sandwich rolls, and brioche – was reported to have grown by more than 100% last year. Rival brand Genius rolled out an updated range of gluten free sliced loaves last September.
The rising demand for free bakery has also seen the likes of M&S unveiling new gluten-free toasties and sandwiches on the latest menu for its café outlets nationwide.