Warburtons rolls out new gluten-free wraps

Warburtons has unveiled its first new free-from products since dropping the Newburn Bakehouse branding from its gluten-free range

The manufacturer has launched two round wraps, a high-protein product with ‘super seeds’ and a beetroot variant (rsp: £2.79 for four), in Asda stores this week.

A white wrap (rsp £2.50 for four) has also been added to the range and will roll out to other retailers later this year. 

The white round wrap will replace the white square wrap launched in 2013, while the high-protein round wrap replaces Warburtons’ high-protein square wrap

Warburtons said it had received many requests from consumers for a round wrap, adding it had been working hard to perfect a ‘softer and thinner’ wrap.

“It has been five years since we launched gluten-free wraps to the UK market and, during that time, we’ve listened to what customers have had to say about our products and that’s why we’re pleased to be able to add even more variety to our range,” said Chris Hook, business director of free from at Warburtons.

“Consumers are demanding a much higher quality of gluten-free products than ever before and so our bakers have been hard at work to make sure these wraps deliver on look, texture and taste. We believe all our customers deserve delicious bakery items and our new wraps guarantee just that.”

Warburtons rebranded its Newburn Bakehouse Free From range to Warburtons Gluten Free in January 2018.

The selection now comprises 17 gluten-free, wheat-free and milk-free products, including a selection of artisanal bread, sandwich thins, farmhouse and smaller 300g loaves and crumpets.

Subscribers to British Baker can read our report on the gluten-free market here.

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