Warburtons Gluten Free Soft Pittas  2100x1400

Source: Warburtons

Warburtons has unveiled Gluten Free Soft Pittas as part of its three-year investment plan to meet consumer demand for ’versatile and convenient’ gluten-free bakery.

The latest innovation from the Bolton-headquartered bread giant is described as having a soft, fluffy texture with an authentic taste, same as their Soft Naans which were launched last August.

Baked in Warburtons’ dedicated gluten free bakery in Newburn near Newcastle-upon-Tyne to ensure Coeliac UK certification, the pittas are also wheat and milk free while being high in calcium. They can be filled, used for dipping, or enjoyed toasted on their own as a snack.

The Soft Pittas are available now in a four-pack (rsp: £3) at Sainsbury’s, Asda and Ocado, with Tesco stocking them from 23 April followed by Morrisons and Co-op. 

Warburtons said it currently holds the top spot in the Free From bakery category with a 24.7% value share, citing Nielsen Homescan and Scantrack data for the four weeks to 23 March 2024. It added that it is also the bestselling free-from brand at Tesco, Sainsbury’s, Morrisons, and Co-op stores.

Warburtons Gluten Free Soft Pittas pack shot  2100x1288

Source: Warburtons

The NPD follows recent successful launches including Cinnamon & Raisin Fruity Buns and Super Soft Seeded Rolls, which helped Warburtons take a 39% market share of the free-from rolls category from a standing start (per Nielsen and Scantrack data).

Warburtons noted that it would continue to invest significantly in the gluten-free category, as consumers following a gluten free diet were looking for new and more interesting bakery products to make mealtimes more exciting.

“Everyone should be able to enjoy high-quality bakery products, regardless of dietary restrictions,” commented Warburtons chairman Jonathan Warburton.

“Gluten free shoppers shouldn’t have to compromise on quality and taste, and our Warburtons Gluten Free range delivers on both. We are thrilled we have been able to recreate a gluten free alternative to our core range favourite,” he added.

“Innovation is critical to the growth of the free from category and to help meet what can often be an uncatered need for many. This is why at Warburtons we are investing significantly over the next three years in our Gluten Free range to grow, evolve and meet ongoing demand to introduce versatile and convenient free-from products,” revealed Warburtons.

New gluten-free bakery products are coming thick and fast these days – the most recent launches include ring doughnuts from Central Foods, pizza bases from Pan’Artisan, and two bagel variants from Promise Gluten Free. Meanwhile, M&S included gluten-free items in its latest menu unveiled earlier this year at cafés.