Ingredients supplier Bakels has launched its first consumer brand following the development of new and secret technology.
Gluten-Free Multiseed Bread Mix will hit Sainsbury’s aisles in June and the whole range of three – including white and artisan – is already available to bakers and through internet trading site Amazon, where feedback has so far been “good”.
The range is aimed at coeliacs and health-conscious consumers who like to bake and they can pick up the mixes from their local bakery, which is unable to provide certified gluten-free products due to smaller working space and likely contamination.
Bakels claims the mixes offer a “softer crumb, greater volume and a more open crumb structure” for a better taste and mouth-feel than existing gluten-free breads, which are often high in fat and salt. Many gluten-free breads on the market contain 15%-plus fat, according to Bakels, while its version contain almost a third of that. They are available through national wholesalers BAKO and BFP Wholesale.
Consumers must add water and dried yeast to the mix to produce a 300g loaf. It can be made either in a tin or with a bread-maker. The recommended retail price of £2.99 offers a 36% return on sales to the retailer and POS is available.
Greg Woodhead, product development manager at Bakels, said: “This is our first entry into the consumer market, but we are not setting ourselves up in competition to our bakery customers. Retail bakers are unable to offer their own range of gluten-free breads as they have to be produced under the most stringent conditions in a gluten-free unit.
“As a result, bakers are missing out in this growing market where at least 10% of consumers are looking to eradicate – or at least cut back – on gluten. Bakers can now tap into that market by offering our baking mix.”
The launch will be supported with a public relations campaign in specialist titles, health and women’s titles and through Bakels’ consumer website.
Brand extensions for a gluten-free Brownie Mix are in the pipeline.