Warburtons gluten free cake squares

Source: Warburtons

Warburtons is venturing into the free from cake market with the launch of gluten-free cake squares.

The cake squares, which are also vegan-friendly, come in two variants – Chocolate Orange & Gingerbread and Raspberry & Hazelnut. The treats aim to offer ‘indulgent, high quality’ products to the free from market, according to Warburtons which noted Mintel consumer research from April 2020 highlighting a ‘lack of quality, tasty treat items in the free from fixture’.

They will initially be available exclusively in Tesco from 21 June as well as via Warburtons’ buy direct service, which Warburtons Gluten Free launched last month, with a rsp of £2.75.

Other items in its 12-strong gluten free range include a tiger bloomer, crumpets, wraps and sandwich thins.

“We are excited to be launching our Warburtons Gluten Free Cake Squares – it felt like a natural progression for us to launch into this market as we continue to broaden the Warburtons Gluten Free portfolio of quality bakery products,” said Warburtons free from director Chris Hook.

“These new products reinforce our commitment to the free from sector as we continue to invest in expanding and improving our gluten free offering. Quality underpins everything that we do at Warburtons, and that really is no exception for our gluten free products.”

It comes shortly after the firm unveiled a premium cake range under sub-brand Ellie Warburtons. The eight-strong range, which includes espresso brownie and cookie dough with caramel variants, is available as part of a six-month trial with the treats sold in two Yorkshire pop-up shops.

As well as NPD, the UK’s biggest bread brand has been busy in recent months with activities including a new TV campaign starring George Clooney and the roll out of a £56m investment programme in its manufacturing and distribution capabilities. It was also named the UK’s top FMCG brand by Kantar’s annual Brand Footprint report for the third year in a row.