White rolls gluten free

Retailers are continuing to ramp up their free-from offers to tap strong growth in the category.

From next week, Tesco will stock frozen gluten-free white rolls from DS (rsp: £3.99/six-pack), alongside a DS-branded frozen apple crumble dessert (rsp: 2.99/2x120g). Both were category firsts, said brand owner Dr Schär, adding that the rolls offered “excellent value” compared with fresh alternatives.

Meanwhile, Irish supplier BFree Foods has secured listings with Ocado for its gluten-free loaves, wraps and four-pack rolls. 3663 is rolling the loaves out nationally and Compass is taking on the entire range.

Tesco and Asda also rolled out new free-free products last week.