New Found Joy lands £20k listing deal with Tesco

Gluten-free bakery New Found Joy has secured a listing from Tesco that brings six of its traybakes to shelves in a number of Northern Ireland stores.

The Lurgan-based business company is tapping growing demand from consumers for free-from foods.

“This listing with Tesco Northern Ireland has moved us into another new realm altogether,” owner Carol Little told the Belfast Telegraph.

“As a retailer, they don’t come much bigger or better with regards to support for small, local companies. We are a small, agile team with big ambitions. Tesco Northern Ireland's support has been invaluable on this next stage of our business journey.”

New Found Joy previously operated a coffee shop in Lurgan, and opened a commercial bakery in 2014.

Little decided to focus on gluten-free baked goods after customers told her how frustrating it was to give up the foods they liked due to intolerances.

Tesco Northern Ireland commercial manager Sean Largey said he has backed the move to support artisan firms and the free-from market.

"Free-from foods are becoming much more sought-after by consumers and, as a retailer, it's great to be able to offer our customers more varieties, especially from local companies,” he added.

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