AB InBev will launch a gluten-free variant of its Stella Artois lager is it responds to a surge in demand for gluten-free products.
The beer will be available to the off trade grocery channel from August in a 4x330ml bottle format, before being rolled out wider in the autumn.
AB InBev said the beverage “will maintain the high quality and exacting standards of the original Stella Artois recipe”, using four natural ingredients – just with the gluten removed.
The company’s brewers have removed the gluten through the use of a specific protein which it claims does not alter the beer’s taste.
The new variant will be placed outside of the traditional alcohol aisles, driving brand visibility. AB InBev said that UK free-from sales grew 36% year-on-year between 2016 and 2017, with gluten-free beer alone growing 83% (value sales).
Stella Artois Europe marketing director Alexis Berger said: “We’re incredibly excited to be entering the gluten-free beer category with Stella Artois Gluten Free, making the UK’s favourite beer brand more accessible to those who follow a gluten-free lifestyle.
“Consumers will enjoy more options as the UK’s number one selling alcohol brand will be available in a delicious, gluten-free variant. Customers will also benefit from the newly-created product offering within the gluten-free premium lager category, driving sales and increasing footfall.”
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