Warburtons has announced it is rebranding its Newburn Bakehouse Free From range to Warburtons Gluten Free in January 2018.
The range includes 19 gluten free, wheat free and milk free products including artisanal bread, wraps, sandwich thins, farmhouse and smaller 300g loaves and crumpets.
Sales of free from goods are expected to reach £673 million by 2020 (Mintel Free From Food report, January 2016). Aligning the range more closely with the Warburtons master brand will ensure it is more easily recognisable as baked by the UK’s number one wrapped bakery brand (The Nielsen Company 52 w/e 15.07.17). Crucially, the new brand identity will also include clearer gluten-free labelling so customers can quickly spot the right product for their needs.
The newly branded products will be on the shelves in all stores from January 15 next year.
Jonathan Warburton, Warburtons chairman, 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 Warburtons, 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.”