Co-op Group bolsters free-from food offer with own-label lines
The Co-operative Group has launched its first own-label free-from food range.
The nine-strong line-up, which includes fusilli pasta (rsp: £1.59), English muffins (rsp: £2.09) and ciabatta rolls (£1.89), is rolling out to larger Co-op stores next week to meet growing demand for free-from products, said the retailer.
The move follows the reformulation of the Co-op Group's premium Truly Irresistible sausages and burgers to be free from gluten and wheat earlier this year. "The demand for gluten and wheat-free products has risen recently as more people choose to avoid them in their diet out of personal preference, as well as for health reasons," said Co-op Group own-label head Kate Jones, who added that the full range was suitable for people with coeliac disease.
Charity Coeliac UK said it was delighted to see the food industry responding to the needs of the 1 in 100 people in the UK who have the disease, an auto-immune condition caused by intolerence to gluten. "We are always pleased to see new products launched enabling those who must have a gluten-free diet a wider choice of products to enjoy," a spokesman said.
The Co-op Group also announced the roll-out of an own-label Wholefoods range, which it claimed offered minimally processed products with no added sugar or salt. The new range incorporates a mix of new products including a chilli pepper salad topper (rsp: £1.90), quinoa (rsp: £2.79) and an Orchard Mix for snacking (rsp: £1.59) with revamped own-label foods under the Wholefoods banner.
