Free-from mix

08 October, 2010
Page 18 

Macphie has launched a gluten-free cake and muffin mix in response to rising consumer demand for free-from products. As well as gluten, the mix is also free from artificial colours, preser-vatives and flavours, and contains no hydrogenated fat. It can be used to make cakes, muffins, cupcakes and whoopie pies and is available in 12.5kg bags.

The UK gluten-free market grew by more than 20% in 2009 (Mintel 2010) and is set to become the most valuable in Europe (Datamonitor), said the firm.

"Macphie's gluten-free mix has been introduced as a direct response to a growing demand among customers who are gluten-intolerant, but love cakes," commented marketing manager Jania Boyd. "We wanted to develop a product that, while gluten-free, retained the moist, dense, delicious flavour and quality that people want from a cake."





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