Warburtons is working on a new recipe for the gluten-free bread range it relaunched a year ago as Newburn Bakehouse.
Since the rebrand of the range, sales of Warburtons’ free-from bakery products have grown 21.2% by volume and 24.5% by value to £8.6m [Nielsen 52 w/e 7 December 2013]. Its growth has outstripped that of Tesco and Sainsbury’s own-label ranges and market leader Genius, which has risen 2.8% to £13.4m.
Newburn Bakehouse was now listed in all the major mults, said Warburtons, having gone into Sainsbury’s late last year. The company this month rolled out gluten-free white and seeded versions of its Sandwich Thins to Tesco, and a Fruit Thin pitched as an afternoon snack. It also launched Cracker Thins in Tesco last week, and will roll them out to Asda from 10 February. With these launches, the range has grown from eight to 20 products, and a focus for 2014 would be development of its bread.
“Our objective is clear water between us and our competitors in terms of quality,” said the baker’s gluten-free director Chris Hook, adding that bread products made to a new recipe would roll out this year.