UK bakery brand Warburtons has announced it is rebranding its Newburn Bakehouse free from range to Warburtons gluten free next year as demand for free from options continues to grow and expand with sales expected to reach £673 million by 2020.
The change will take effect in January and will see the range, which first launched in 2011, join the company’s other gluten free, wheat free products providing fresh bakery options for free from customers.
Following five years as a sub-brand with subtle references to Warburtons, the range will be fully brought in line with the company’s other products, carrying the company’s iconic logo with black and orange packaging showcasing a clear gluten free message. The range will continue to include a selection of gluten free, wheat free and milk free bread, wraps, sandwich thins and crumpets, but will no longer reference Newburn Bakehouse on-pack.
Jonathan Warburton, chairman at Warburtons said: “Mainstream brands have been the key drivers of incremental growth in free from in recent years. As the nation’s favourite baker, we believe that if you follow a gluten free diet, you should still be able to enjoy the taste and quality you’d expect from the company, which is why we first launched our range nearly seven years ago. But the free from aisle can be difficult to navigate, so we’re rebranding to Warburtons gluten free to ensure customers can easily identify our products.”
Chris Hook, free from director at Warburtons added: “Extensive customer testing shows that the clarity and simplicity of the gluten free brand is preferred amongst both those with specific dietary needs and those choosing to eat gluten free for lifestyle reasons.”
© FoodBev Media Ltd 2018
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