Tesco Express is rolling out Warburtons’ gluten-free White and Seeded Sandwich Thins.
The product comes under the bread giant’s dedicated gluten- and wheat-free brand Newburn Bakehouse and will be available in 1,250 Tesco Express stores across the UK alongside the brand’s white, seeded and spiced fruit loaves.
The increased distribution comes as more consumers demand both free-from options and alternatives to sandwiches. The sandwich alternatives category has seen the largest growth in the free-from market, with Newburn Bakehouse wraps accounting for 70% of overall sales in this category in its first year, according to Nielsen Units data to 1 February this year.
Also representing the increased demand for free-from products is that the thins will be stocked in the main bakery aisle, as opposed to the dedicated free-from section. According to September 2013 Mintel data, 13% of the population are eating gluten-free, up from 8% in 2012.
The sandwich alternatives category has grown from 5% to 12% of the gluten-free bakery market since Newburn Bakehouse launched its first-to-market square wraps. The sandwich alternatives category is set to grow further.
Demand for gluten-free
“With 73% of people now choosing their supermarket dependent on the range of gluten-free products available, we know how important it is to have our products in the right place at the right time,” said Chris Hook, director of Newburn Bakehouse by Warburtons.
“We are committed to increasing our availability further to ensure families across the UK can enjoy our products. This latest listing in Tesco Express showcases the need for free-from in the convenience sector.”