WARBURTONS is putting its weight behind free from in 2018, rebranding its Newburn Bakehouse Free From range, bringing it under the Warburtons banner.
From 15 January 2018, the Newburn range will be known as Warburtons Gluten Free following five years as a sub-brand of the baking giant.
Launched in 2011, Warburtons’ free-from range now includes 19 gluten-free, wheat-free and milk-free products including artisanal bread, wraps, sandwich thins, farmhouse and smaller 300g loaves and crumpets.
Jonathan Warburton, chairman of 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 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.”
Chris Hook, director of free from at Warburtons, said: “Extensive customer testing shows that the clarity and simplicity of the Warburtons Gluten Free brand is preferred amongst both those with specific dietary needs and those choosing to eat gluten free for lifestyle reasons.”