US free-from brands Udi’s and Amy’s Kitchen have ramped up their presence in UK supermarkets.
Leading American free-from supplier Boulder Brands, which launched a range of its Udi’s branded products into 800 Tescos last October, is this week launching 14 lines into up to 443 Asda stores.
Products going into Asda include three flavours of bagel, white rolls, ancient grain crisps, muffins, bagel chips, granola and breakfast bars. The Asda line-up also has two products unique to the UK, Udi’s gluten-free Salted Caramel Cashew Cookies and Coconut Peanut butter Cookies. Many of the lines are produced at the North Wales bakery acquired by Boulder Brands last year.
“Securing the Asda listing is a significant step forward in our UK supermarket rollout,” said Boulder Brands UK MD Simon Hazlett, adding that the move was part of the company’s aim to become free-from “category captain”.
Meanwhile, US brand Amy’s Kitchen is next month rolling out three of its current gluten-free frozen bestsellers - Rice Mac & cheese, Lasagne, and Cheddar Burrito - to 233 Co-op stores and to Nisa. The listings mark the brand’s debut with both businesses. It is also launching Thai Red Curry into 278 Asdas this month and, from next month, Waitrose - which will also list Broccoli Cheddar Bake.
“These listings reflect the huge increase in demand for free-from, with 42% of households now buying gluten-free,” said Amy’s Kitchen international sales director Damien Threadgold.