Warburtons has further expanded its gluten free range with two new lines – Gluten Free Soft Brown Pittas and Gluten Free Seeded Tiger Bloomer.
Following the launch of its Gluten Free Soft White Pittas last year, which went on to claim the Free From Bakery Product of the Year 2024 title, the new soft brown pittas are said to deliver on the same high quality, fluffy texture. High in fibre, they are fully gluten, wheat and milk free as well as being Cross Grain certified.
Available now at all major retailers (rsp: £3 for a four-pack), Warburtons describes them as a convenient and versatile accompaniment that works as part of any meal. They can be warmed in the toaster, or enjoyed cold and are perfect for filling, dipping, or enjoyed as a snack, it added.
The Gluten Free Seeded Tiger Bloomer (rsp: £3.50) is also gluten, wheat and milk free. It’s said to be a fluffy, unsliced loaf that can form an ideal base for a breakfast butty or lunch sandwich, or on its own as a snack.
Both products are manufactured by specialist bakers at Warburtons’ dedicated gluten free bakery in Newburn, near Newcastle. They join its gluten free range which includes loaves, rolls, wraps, pittas, sandwich thins, brioche rolls, fruited buns, and crumpets.
The 147-year-old company highlighted its commitment to continuous innovation in gluten free, including a three-year investment plan launched in 2024 to meet consumer demand for ’versatile and convenient’ gluten-free bakery. “Innovation is critical to the growth of the free from category, so we’re delighted to be expanding our gluten free range to help everyone enjoy high-quality bakery products, regardless of dietary restrictions,” commented Warburtons chairman Jonathan Warburton.
As the UK’s largest bakery brand, it also maintains top spot in the gluten free category with sales increasing by 17.1% year-on-year compared to market growth of 1.5% [Nielsen Scantrak data for the 12 weeks to 23 March 2025]. Annual revenue was valued at £17.8m, according to NIQ data for the 52w/e 7 September 2024, comfortably ahead of its closest gluten-free bakery rival Dr. Schär UK on £13m.
Most recent financial results for the year ended 30 September 2023 showed Warburtons had hit a seven-year high in operating profit – up to £32.5m thanks to inflation easing – while turnover rose from £605.7m the previous year to reach £711.3m. Full accounts for its FY24 are expected to be filed within the next month or two.
While Warburtons’ gluten free offering goes from strength to strength, it may be wary of an enlarged competitor in the wrapped bread category. Number two and number three manufacturers Hovis and Allied Bakeries (which makes Kingsmill, Allinson’s and Sunblest brands) are currently in talks of a potential merger.
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