BFree partners with e-commerce channel to expand US distribution

Dublin-based bakery BFree has set up a partnership with e-commerce site GlutenFreeMall.com to expand its distribution in the US market.

The bakery has been selling its products in the US since 2015 to 5,000 stores, including Costco, and is set to launch into Walmart in autumn this year.

Freya Ivory, senior brand manager for BFree, told British Baker distribution in retail was strong in the east and west coast of the US, but the middle of the country had no access to its products.

“We learned about GlutenFreeMall from consumers and approached the company, whose headquarters are in Pennsylvania to set up a meeting to present BFree,” Ivory told British Baker.

“They loved our brand and listed eight of our SKUs on their site and in the distribution arm of their business, starting in April of this year. This has provided us with a platform to be able to reach those consumers who cannot shop BFree in their local store.”

BFree added that the success was immediate with GlutenFreeMall, after it sold out of its wraps within two weeks.

Sales across the US are due to make up 40% of the business, according to the bakery, which employs 32 people in its headquarters in Dublin and has one full-time employee based in the US.

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