Feel Free For Gluten Free launches doughnut range in Tesco

Feel Free For Gluten Free has launched a new doughnut product in 250 Tesco stores.

The Yorkshire-based company’s gluten-free mini doughnuts are sold in frozen packs of 10 and are made to the same recipe as the company’s award-winning ring doughnuts, which picked up a Free From Food Award in April of this year. They use potato and rice starch to produce a doughnut with the taste and texture of regular doughnuts, said the company.

Sally Allister, managing director of Feel Free For Gluten Free, said: “We've been working with Tesco since earlier this year to develop a product based on our award-winning doughnuts that offers their free-from consumers something a little bit different.

“The reaction to our ring doughnuts, launched just over a year ago, has been amazing and their success in this year’s Free From Food Awards was the icing on the cake. Since they are sold frozen in Tesco, our mini doughnuts can be kept in the freezer until it is time for a treat - great for households with only one coeliac or gluten avoider.”

Marianne Aitken, a frozen buyer with Tesco, added: “Free from is now a true destination category for frozen in Tesco and we are really excited to be working with Feel Free to launch this exclusive, first-to-market product.
“We are committed to giving our free-from customers tasty alternatives to well-known desserts and snacks that are affordable and taste great – why should they miss out?”

Crowdfunding

Feel Free For Gluten Free is also currently seeking crowdfunding investment in its doughnut production. The company aims to raise £200,000 to set up a dedicated facility solely for the production of its doughnuts, to boost production and expand its doughnut lines.

Allister added: “Securing this crowdfunding this will mean we can meet the growing demand for our gluten- and wheat-free ring doughnuts and our mini doughnuts. We’re also very keen to push ahead with our plans for jam doughnuts and glazed doughnuts for the gluten-free market.”

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