Nairn's said it had scoured the globe to find a source of oats that had not come into contact with any grains, such as barley, wheat and rye, which all contain gluten.
The new Nairn's Porridge Oats (rsp: £3), Oat Muesli (rsp: £3) and Luxury Oat Muesli (rsp: £3.70) all contain oats from Sweden, where they are harvested and milled at a gluten-free mill. There is no UK source for such oats, said Nairn's sales and marketing director John Holroyd.
"Coeliacs have been so restricted in what they can eat," he said. "The quality of some of the products they have is very low. At the moment most porridge for coeliacs is a concoction made with rice, while muesli and granola are made with rice, millet and sometimes buckwheat. In our opinion, if it's not made with the real thing it doesn't taste right at all."
The products, which went into the free-from aisles in Tesco, Sainsbury's and The Co-op this month, arrive as a new international standard for gluten-free products is rolled out. Manufacturers have until January 2012 to comply with the European law that gluten-free products must contain less than 20 parts per million (ppm) gluten, rather than 200ppm the previous industry standard.
"Everything about this gluten-free range has been about delivering a satisfying and uncompromised taste experience to an end consumer who often feels marginalised," said Rebecca Wood, consultant at Dragon Rouge, which helped develop the range.