Allied Bakeries embraces free-from market

Allied Bakeries has made a move into gluten free, launching two ‘free-from’ products under the Burgen brand.

The company has produced a Burgen Soya & Linseed 500g and Burgen Sunflower & Chia Seed 500g, both of which are free from gluten, wheat and dairy. They will be available in the free-from section within stores.

The bakery said it saw a significant growth opportunity within the free-from bakery category, which has been in growth by 28% in the last year, according to the firm.

Martin Garlick, category director of Allied Bakeries, said: “Penetration for free-from bakery now exceeds 8% of the population. It accounts for about 1% of bakery, but remains a strong growth engine, adding £10.3m in sales in the past year.

“With consumers shopping for a single solution that meets the needs of their entire family – including those with dietary allergy or intolerance – it’s clear that this is a segment of the market that will continue to grow.”

Nick Law, operations manager at the bakery, said: “Burgen is doing extremely well; it is the first time we have entered the gluten-free market and it is really important we have a brand in there which will appeal to the consumers that are looking for those products.

“We’ve used Burgen for that launch because of its credibility with consumers for value-added health-related products, so we have high hopes for that.”

The company is currently buying in the products form a third party, due to the fact the Allied bread plants are not 100% free of gluten.

The company has also extended its thins range, launching a new Burger Thins product as it claims traditional burger buns have been losing volume.

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