The new bakery is located at Juvela’s allergen-free site in Pontypool and has been fitted with “state-of-the-art” equipment.
It will also support the launch of gluten-free bakery brand OAF, under which the firm’s retail range will be sold moving forwards.
Meanwhile, the Juvela brand will continue to occupy its position as a leading coeliac prescription-led offer.
OAF products go on sale in Tesco stores from this week, starting with a debut range of four SKUs.
This includes the 400g White Softie loaf (RRP £3.00), two 370g sourdough loaves (RRP £3.75) and a 220g two-pack of Pizza Base Slices (RRP £2.75).
Unlike many gluten-free brands which tend to use rice flour, OAF and Juvela products are made using a specially formulated wheat starch with the gluten removed. Until now this unique process has mainly been used in prescription-coeliac bread offers, but OAF will open this innovation up to a broader customers base.
“Gluten free consumers – especially the younger, health-conscious segment – aren’t connecting with brands on the shelf, perceiving them as second best to conventional bread,” commented Matthew Cain, head of sales at Juvela and OAF.
“This presents a massive opportunity to engage this audience with a vibrant, characterful brand that resonates with them, whilst showing how tasty and simple gluten free bread can be through our product innovation.
“By combining Juvela’s historical quality, craft and expertise with OAF’s vibrant brand personality, we’re on a mission to inject new energy, relevance, taste and enjoyment to the retail free-from space, starting with a line of high-quality bakery goods, in the fastest growing areas of the category.”
Juvela was founded in Sweden before arriving in the UK in the late 1980s. It was acquired by the Swiss firm Hero Group in 2006 and has developed a broad range of products for people with coeliac disease.
Hero Group also owns Deliciously Ella, which it acquired in September 2024 for an undisclosed fee.
