Gluten-free oat range launched

The Morning Foods new gluten free range
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Oat miller and manufacturer Morning Foods has launched a new gluten-free oat range, in a bid to break into the free-from sector.

The company’s range has been licensed by Coeliac UK, and is produced in a wheat-free supply chain, and in a gluten-free segregated plant.

The company will sell the ingredients in bulk to international retailers and businesses, such as biscuit companies and bakers.

It is also in talks to sell the range under its Mornflake Brand in all major retailers, and the products are already listed in national independent retailers.

The new gluten-free range includes jumbo and classic porridge oats, as well as speciality pinhead oatmeal, which comprises cut oats for a coarser texture.

Marketing manager Richard Jones said: “We are delighted to offer Mornflakes’ unrivalled quality and value to our gluten-free customers and consumers.

“Our unique range opens up new usage and consumption possibilities, while appealing to a broader market at breakfast time, as more people avoid wheat for general health, rather than solely a clinical coeliac diagnosis.

“As one of the fastest-growing cereal brands in the market [Kantar Worldpanel, July 2014, Mornflake Total Households UK], with 15 generations of oat milling expertise and products renowned for tradition, quality and value, we have the perfect credentials to stretch in to this exciting £246m category, growing at 24% year-on-year [Kantar Worldpanel, July 2014, Gluten Free Total Households UK].”

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