Discovery Foods has claimed a market first with the launch of preservative-free tortillas.

Preservative Free Plain Tortillas are available now, and feature bright red packaging that highlights the fact that it contains British flour and supports British farmers (rsp: £1.59).

"With many customers more aware of what goes into their food and increasingly seeking out free-from products, we are in the perfect position to bring this variant to market," said marketing director Bev Taylor.

The launch is being supported by digital and sampling activity running now.