Nascent gluten-free bread bakery brand Oaf has expanded its Tesco lineup with deli-style sub rolls and flatbreads.
Super Softie Sub Rolls (rsp: £2.75/two) have debuted in White and Cheese & Herb, while Squares (rsp: £2.20/two) have launched in Garlicky and Tandoori.
The former is made using the same recipe as Oaf’s White Softie Loaf, using wheat starch with the gluten removed for a taste and texture “close to conventional bread”. It would tap the trend for “loaded deli-style lunchtime sandwiches”, said Oaf.
Meanwhile, Squares flatbreads are vegan and top-14-allergen-free. They could be filled or torn into bite-sized pieces, serving as a light lunch or side, said the brand.
Oaf is the brainchild of gluten-free food manufacturer Juvela, which makes a range of bakery products, cereals, pasta and flour mixes available to coeliacs on prescription.
Juvela launched Oaf into Tesco in June, positioning it as its “strategic retail-facing range”, “designed to attract a broader healthy foodie shopper,” and “breathe new life into the free-from category”.
These latest innovations will join Oaf’s White Softie (rsp: £3/400g), White Sour D’oh and Seedie Sour D’oh (rsps: £3.75/370g) loaves and Pizza Base Slices (rsp: £2.75/220g) on Tesco shelves.
“We are delighted to expand the Oaf range with these exciting new additions,” said Oaf head of sales Matthew Cain.
“As a brand we’re on a mission to redefine lunchtime and all-day-snacking in the gluten-free category, delivering on bold new flavours and uncompromising taste, in versatile, on-trend formats that bring fun, enjoyment and value back for these consumers.”
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