Warburtons is rebranding its Newburn Bakehouse free-from range as Warburtons Gluten Free.

Rolling out from January next year, the new-look range will feature black and orange packaging clearly displaying the Warburtons name. The current packaging downplays Warburtons’ connection with the products.

In the coming weeks, Warburtons will be labelling its Newburn Bakehouse packaging with the message ‘We’re changing to Warburtons Gluten Free’, and will be communicating this through social media channels, its website and to its trade customers.

The relaunch comes as sales of gluten-free bread continue to soar, with value up 24.4% year-on-year (Kantar Worldpanel 52 w/e 26 February 2017), in a static overall bread market.

Competition in the category is intense, with leading gluten-free brand Genius recently announcing it is exiting own-label supply to focus on growing its brand, which was relaunched in September.

Warburtons said the relaunch of its gluten-free range would align it more closely with the Warburtons master brand and enable customers to quickly spot the right product for their needs.

“Extensive customer testing shows the clarity and simplicity of the Warburtons Gluten Free brand is preferred amongst both those with specific dietary needs and those choosing to eat gluten free for lifestyle reasons,” said Warburtons free-from director Chris Hook.

“That’s why our new brand identity is bold and distinctive, carrying a clear gluten-free message and the Warburtons logo.”

Some changes are being made to products in the 19-strong range, which includes bread, wraps, sandwich thins, farmhouse and 300g loaves and crumpets.

Slight ingredient changes have been made to the wraps, while the thins have increased in weight to put them in line with the regular Warburtons Sandwich Thins.

Following the launch of the new-look range on 15 January, marketing activity will be focused on target audiences including those with coeliac disease and gluten sensitivity, using social media, VOD and Coeliac UK media channels.