The free-from range from Hungerford-based Doves Farm has been rebranded under the name Freee.
Gluten-free food producer Doves Farm has rebranded its free-from range following an investment of over £3 million. Freee by Doves Farm “offers consumers a clear distinction between the two core pillars of the business: the traditional organic, wheat-containing products, and the gluten-free and free-from range under the new brand name,” according to the company.
It said each area of the business has its own dedicated staff and separate production facilities.
The products have not been reformulated, but the introduction of Freee by Doves Farm incorporates a new brand name and logo, “that conveys the feeling of freedom to choose natural food without worrying about allergens, such as gluten”, it said.
The rebrand comes at the same time as the launch of a new website for the company.
Doves Farm co-founder Clare Marriage said: “We felt it was time to clearly define the two pillars of our business and invest in giving our free-from range its own home. Our new logo incorporates an additional bouncing ‘e’ in Freee that offers a sense of feeling free again.”
Freee by Doves Farm features 65 products, including flour, cookies and flapjacks, with three new lines added to the flour sack range: 16 kilos of millet, quinoa and teff flours.
Two new products have also been added to the range: Gluten Free White Bread Mix and Gluten Free Pizza Base Mix. Both are free from gluten, milk, peanut, egg and soya.