Warburtons’ gluten-free brand Newburn Bakehouse has added two artisan loaves to the range to launch on 12 April.
It claims the loaves – a classic white and a white sourdough cob – are the first artisan bread types to hit the free-from aisle and follow the launch of its Farmhouse loaves and soft round rolls in October.
The new products are made in small weekly batches using a traditional artisan process including hand-moulding the dough and hand-packing the finished product.
The Classic White Artisan Loaf and the White Sourdough Artisan Cob will begin as exclusive products in 121 Sainsbury’s stores for three months before possible expansion into other retailers.
Chris Hook, free from director at Warburtons, said: “Newburn Bakehouse was established to ensure that those with food intolerances or those choosing to eat gluten- and wheat-free could enjoy the same great quality and taste that Warburtons families across the UK do, and the launch of these artisan products is evidence of our continued commitment to that promise.
“As the first branded baker to enter the free-from market, our ambition is to lead the way on innovation and diversification in the category. We launched 12 products in 2014, and the launch of these unique gluten- and dairy-free artisan loaves builds on the success of other market-leading product developments, such as the launch of the first gluten- and dairy-free sandwich thins in the UK last year. We will continue to raise the bar with our 2015 products to provide consumers with even more choice.”
To celebrate the launch, Newburn Bakehouse by Warburtons has launched a competition; consumers will be asked to come up with an idea for the next Newburn Bakehouse loaf. It will be judged by a panel including The Great British Bake Off’s Howard Middleton and the winning idea will eventually materialise in the free-from aisle.