Newburn Bakehouse has added new gluten-, dairy- and wheat-free mini wholegrain wraps to its range of free-from sandwich alternatives.
Made with brown rice, maize and the “nutritionally rich” ancient grains of teff, sorghum and quinoa, the wraps are designed to cater towards the growing free-from sandwich alternatives sector, now worth £9.6m after a year-on-year increase of more than 19%. They are the sixth product developed by the Warburtons-owned brand for consumers seeking a free-from alternative to traditional thins and wraps.
Launching in Sainsbury’s and Ocado with a recommended retail price of £2.99, the wraps are high and fibre and calcium and deliver a good source of both iron and protein. Low in saturated fat, their smaller serving size of 35g per wrap also makes them ideal for children’s lunchboxes, Newburn Bakehouse said.
The brand additionally cited research that showed that the health credentials was the second most important factor in choosing a product for those living with coeliac disease, beaten only by the taste. Research has also shown that more than half of consumers who choose to buy free-from products are doing so in order to support a generally healthy lifestyle, rather than as a direct result of food intolerances.
Warburtons free-from director Chris Hook said: “As the first branded baker to enter the free-from market, our ambition is to lead the way on innovation and diversification in the category. The introduction of the mini wholegrain wraps to our range caters to the growing demand from the market for products that don’t just appeal to those with intolerances, but to those who want to choose free-from as part of a healthy lifestyle.
“Ancient grains are renowned for their positive nutrient profiles; for example sorghum is naturally a good source of zinc, quinoa is a complete protein containing all nine essential amino acids and teff has twice the iron of other grains. We use a blend of wholegrains (including the ancient grains sorghum, teff and quinoa) in our new wrap. We are thrilled to be able to offer every consumer the opportunity to incorporate wholegrains, including ancient grains, into their diet in an easy and delicious way.”
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