Chinese food brand Amoy has launched its first gluten-free noodles.

Hitting shelves next month, Amoy Straight to Wok Ribbon Rice Noodles (rsp: £1.55) would tap into growing demand for gluten-free, said Amoy.

The market for gluten-free products grew 14.8% during 2010 to £120m.2m [Kantar 52w/e 26 December 2010], and has seen launches from major brands including Warburtons, which unveiled a range of gluten-free products in November.

“Amoy is constantly assessing and responding to changing trends,” said Amoy senior brand manager Caroline Grimshaw.

According to charity Coeliac UK, it is estimated that one in 100 people in the UK is gluten intolerant although many more may be undiagnosed.

Amoy sales have grown 12.8% year-on-year to £29m [Nielsen 52w/e 19 February 2011].