Warburtons relaunches free-from range

Warburtons has created a dedicated brand for its relaunched line of gluten-free and wheat-free bakery products.

The company’s Newburn Bakehouse brand includes white, brown and fruit loaves, as well as white and brown sub rolls, and two varieties of muffins – lemon and poppyseed, and blueberry and cranberry.

Warburtons said it will produce the currently eight product-strong free-from range from a specialist bakery facility in Newburn, Newcastle.

Chris Hook, free-from managing director at Warburtons, said, “At Warburtons we believe that eating gluten-free and wheat-free shouldn’t be a challenge and it should be a delicious taste each and every time. The number of people actively choosing a gluten-free and wheat-free lifestyle or being diagnosed with a condition that means removing gluten or wheat from the diet is increasing, which is why we have invested in our dedicated bakery.”

Warburtons, which currently makes up 22% of the total free-from bakery market in the UK (Kantar Worldpanel, value sales 52 w/e 30/09/12), added that it was aiming to become the largest free-from brand by doubling sales of its range this year.

The business revealed it would be launching its own free-from range back in October 2010.

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