Warburtons enters free-from cake market

By James Ridler contact

- Last updated on GMT

Cake Squares are the latest gluten-free launch from Warburtons
Cake Squares are the latest gluten-free launch from Warburtons

Related tags: Bakery

Warburtons has entered the free-from cake market with the launch of two new additions to its gluten-free range.

Available in packs of three, Warbutons Gluten Free Cake Squares comes in two flavours – Chocolate Orange & Gingerbread and Raspberry & Hazelnut.

The cakes joined Warbutons growing range of gluten-free products and followed the launch of its White and Brioche Rolls earlier this year. The range now boasts 12 products, including Tiger Bloomer, Crumpets, Wraps and Sandwich thins.

Vegan friendly

Aimed at the free-from market as an indulgent snack, the Cake Squares are also vegan friendly in an effort to meet demand for high quality free-from treat options.

Chris Hook, free-from Director at Warburtons, said: “We are excited to be launching our Warburtons Gluten Free Cake Squares – it felt like a natural progression for us to launch into this market as we continue to broaden the Warburtons Gluten Free portfolio of quality bakery products.

“These new products reinforce our commitment to the Free From sector as we continue to invest in expanding and improving our gluten free offering. Quality underpins everything that we do at Warburtons, and that really is no exception for our Gluten Free products.”

The Cake Squares will be available exclusively at retail in Tesco stores from 21 June, as well as via Warbutons Gluten Free’s new buy direct service that launched last month.

Factory investment

Warbuton’s latest gluten-free launch followed a £56m investment by the baked goods manufacturer last month to boost its manufacturing and distribution capabilities, as it worked to meet increased demand for ‘innovative and daily fresh products’.

The baker pumped £28m into the development of three distribution depots in Widnes, Bognor Regis and Banbury and the creation of 150 new jobs.

Meanwhile, wheat-based mince, vegan jelly beans and the world’s ‘healthiest’ burger all feature in our recent round-up of plant-based new product development.

Related topics: NPD, Bakery

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