Warburtons introduces new gluten-free wraps

By Rod Addy contact

- Last updated on GMT

Warburtons claims the gluten-free beetroot wrap is the first of its kind in the UK
Warburtons claims the gluten-free beetroot wrap is the first of its kind in the UK
Warburtons has launched new gluten-free round wraps, including a beetroot wrap, which it claims is the first of its kind in the UK gluten-free bakery market, as part of a wider gluten-free overhaul.

The move follows the rebranding of its free-from Newburn Bakehouse range to Warburtons Gluten Free in January this year.

Three new products have been introduced initially: a white wrap; a high-protein wrap with super seeds; and the beetroot wrap. The company said two of the round wraps would replace Warburtons Gluten Free square wraps, which hit the market in March 2013 as the first gluten-free wraps in the UK.

Warburtons said its total gluten-free range would include 17 gluten-free, wheat-free and milk-free products, providing fresh bakery options for gluten-free customers. Products are to include a selection of artisanal bread, sandwich thins, farmhouse and smaller 300g loaves and crumpets.

Customer feedback

The business added that it had listened to customer feedback and had been working hard to perfect softer, thinner and tastier round wraps which were gluten-free, wheat-free and milk-free.

“We are delighted to introduce our new range of gluten-free wraps for our customers to enjoy," ​said ​Chris Hook, business director – free from, at Warburtons. "It has been five years since we launched gluten-free wraps to the UK market and, during that time, we’ve listened to what customers have had to say about our products and that’s why we’re pleased to be able to add even more variety to our range.

“Consumers are demanding a much higher quality of gluten-free products than ever before and so our bakers have been hard at work to make sure these wraps deliver on look, texture and taste. We believe all our customers deserve delicious bakery items and our new wraps guarantee just that.”

The high-protein and beetroot wraps are appearing on Asda shelves initially, with the full range rolling out to other retailers over the coming months, said Warburtons.

The wraps are available in packs of four, with a lower recommended retail price than the original product: white wraps have a recommended retail price (RRP) of £2.50, while the beetroot and protein wraps will be £2.79. This represents a cheaper price point than previous Warburtons gluten-free wraps, which were all priced at £2.99.

In 2011, Warburtons claims it became the first major branded baker in the UK to enter into the 'free-from' bread category by investing £5m in a dedicated gluten-free and wheat-free bakery in Newburn, Newcastle. The range is available at all major retailers, as well as products being used to create sandwiches for many food-to-go outlets.

Related topics: NPD, Bakery

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