Promise Gluten Free's Soft White and Multi Grain Loaves

Source: Promise Gluten Free

Irish free-from bakery supplier Promise Gluten Free has won a listing at Morrisons in the latest expansion of its UK business.

The agreement sees Promise’s best-selling Soft White and Multi Grain loaves (480g) hit the shelves in over 300 Morrisons stores from this month.

The Donegal-based company said the strategic partnership underscores its unwavering commitment to redefine the “free-from” and “better for you” categories through delivering the highest-quality and superior tasting gluten-free baked goods to more UK consumers.

Promise Gluten Free products, which include bread, rolls, and cakes, are now available in more than 2,500 retail outlets nationwide, having secured listings with Tesco in 2022 and Sainsbury’s prior to that. Most recently, its Wholesome Brown loaf and Soft White Rolls were rolled out in Sainsbury’s.

“The quality of our bread, great range of products and distinctiveness of our brand is helping to drive UK category growth,” commented Patrick O’Sullivan, CEO of Promise Gluten Free. “Our unique proposition is gaining share across our key markets, driven by increasing demand from both gluten intolerant consumers and those looking for healthy choices for themselves and their families.”

Promise sold its majority stake in 2017 to PE firm Mayfair Equity Partners, which founder Declan Gallagher said at the time would provide it with the ability to increase capacity in new and existing markets. The bakery brand claims it had more than doubled its business this year, with compound annual growth rate (CAGR) for branded sales staying over 60% since 2018.

It also highlighted Kantar FMCG Panel data for the 12 weeks ending 6 August 2023, which indicted that the UK’s gluten free category was delivering strong growth at 12% in value. An industry report by Mordor Intelligence estimated the size of the global free-from market in 2023 to be US$80.8bn (£66.7bn), expecting it to grow at a CAGR of 13.3% to surpass $150bm by 2028.

As another major player in the UK’s gluten-free bread market, Genius Foods recently relaunched its range of sliced loaves with a new and improved recipe.