US gluten-free foods giant Boulder Brands is today launching its Udi’s bakery range in up to 800 Tesco stores.
Nineteen Udi’s products are rolling out from this week - including fresh sliced white and brown sandwich bread, breakfast bars and ancient grain crisps as well as what Boulder claims is the UK’s first gluten-free bagel. The company plans to launch up to 50 further products over the next year.
Boulder said it was aiming to become “category captain” with the launch, adding that it believed the market would be driven by innovation and wider choice alongside increased awareness and diagnosis of Coeliac disease and gluten sensitivities.
The $500m business revealed in May it was targeting the UK when it acquired Cheshire-based gluten-free operation Davies Bakery.
“This is a dynamic market showing strong growth driven through improved quality, product innovation and investment into category by both suppliers and retailers,” said Boulder Brands UK managing director Simon Hazlett. “The key to this growth is giving consumers the choice to enjoy a full range of quality gluten-free food without compromise.”
The gluten-free market has seen a raft of new listings in recent months. In September, Asda rolled out 98 new products as part of a major revamp of its free-from range, while Tesco launched five SKUs from Warburtons’ gluten and wheat-free Newburn Bakehouse brand to 1,500 Express stores.
Irish supplier BFree Foods last month secured listings with Ocado for its gluten-free loaves, wraps and four-pack rolls.