Scandinavian firm adds to gluten-free range in UK

Scandinavian gluten-free bakery brand Fria is launching six new products into the UK market.

Supplied by wholesaler Goodness Direct, the new lines include a puff pastry, hamburger rolls, buckwheat rolls, lemon muffins and two different types of pizza.

Gunilla Lisspers, export manager for Fria, said: “This is an important expansion step for us within the UK market, and it’s in response to consumer demand for our gluten-free bakery products in the UK, particularly for our gluten-free and dairy-free pizzas as well as our line of puff pastry.”

Fria was established in 1996, and produces breads, buns, muffins and cakes, which are currently available in Sweden, Norway, Denmark, Finland, The Netherlands, Italy, Belgium, Germany, Switzerland and the UK.

Following success in Europe, the business hinted at further expansion plans for 2014.

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