Suppliers and retailers are targeting sweet-toothed free-from consumers with new product ranges.
In its first free-from move, The Handmade Cake Company has built a separate gluten-free area in its Berkshire bakery to produce premium treats Caramel Heaven, Raspberry & Almond slice, Chocolate Brownie, and a Fruit Granola bar (rsp: £1.40 to £1.60). They will be branded with the same livery as the baker’s everyday single cake slices but have colour-coded packaging.
And fast-growing brand Perkier is rolling out its gluten and wheat-free Tiffin and Rocky Road bars to 208 Tescos now (rsp: £1/65g bar or £2.29/sharing tub). “We have been working to create treats that everyone will want to enjoy, including those who don’t avoid gluten,” said founder Ann Perkins.
Meanwhile, Mid Glamorgan-based Welsh Hills Bakery has launched gingerbread men under its free-from Love More division.
The suppliers will be hoping to tap the 15.2% year-on-year value growth in free-from ambient bakery and 21.6% uplift in free-from biscuits [Kantar Worldpanel 52 w/e 14 April 2013].