The free-from plant is on Doves Farm's existing site in Wiltshire.
Organic bakery company Doves Farm Foods has invested £4.5 million in a gluten-free cereal plant in the UK.
Located at an existing production facility in Wiltshire, the plant will be used to manufacture a number of cereal lines including fibre flakes, cereal flakes, corn flakes and chocolate stars.
The cereals are all now free from milk, as well as gluten, and will be brought together under Doves Farm’s gluten-free brand, FREEE.
The brand’s free-from cereals will be brought under the ‘FREEE’ umbrella.
The company has witnessed significant growth in the gluten-free cereal category over the past ten years, which it said was driven by a combination of ‘lifestylers’ and coeliacs seeking healthy and tasty options. Interest in organic and British produce is also on the up, Doves Farm said.
Doves Farm Foods founder Clare Marriage said: “Consumer interest in both gluten-free breakfast cereals with added health and eco benefits and ‘buying British’ has risen massively in recent months. As a leader in the gluten-free breakfast cereal category and a family-owned British business, we are keen to grow our presence and impact in this area and know the new plant will give us the chance to do this, whilst allowing us to continue to offer great quality breakfast cereals that are now suitable for an even wider range of diets and allergy sufferers.”
Manufacturing the gluten-free cereals in the new, dedicated gluten-free plant will ensure Doves Farm retains full control of production, eliminating any risk of contamination or need for alibi labelling.
It hopes to be able to build on its base of gluten-free consumers, with customers spread across 26 different countries, predominantly in Europe.
© FoodBev Media Ltd 2019
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