US-based Boulder Brands, a gluten-free food manufacturer, has launched 19 products under the brand Udi’s Gluten-free in the UK and plans to launch more this year, Hazlett said in this exclusive video.
But without social media, he said it was unlikely current and future products would ever reach a broad range of customers.
“Social media is critical for our particular category, as it’s the preferred method of choice of interaction, communication and knowledge for our consumers,” he said.
£590M by 2016
“What we’ve found, especially in the States with the Udi’s brand, is we’re up to 1.4M friends on Facebook, we’ve really built a community and what we’re looking to do is replicate that in the UK.”
Hazlett said the UK’s gluten-free market was expected to grow to £590M by 2016, driven by the innovation and adaptation of products, which would drive consumer choice.
Boulder Brands established itself in the UK in May 2013 when it acquired for an undisclosed sum Cheshire gluten-free baking business Davies Bakeries, previously owned by Frank Roberts and Sons and now Boulder Brands UK.
Meanwhile, the Food Manufacture Group is staging a free-to-attend seminar on social media at the Foodex trade show at the National Exhibition Centre, Birmingham at 11am on Monday March 24. For more details about the Big Video Debate: Plugging the skills gap, email firstname.lastname@example.org.