Gluten free brioche loaf and breads introduced

Brioche loafGluten free supplier Dr Schär is committed to investing in the gluten free bread category after announcing the launch of the first to market Brioche Loaf and newly rebranded Wholesome White and Seeded Loaves under the DS-gluten free brand.

These latest additions are in line with a wider business aim to grow the gluten free bread category with high quality, flavoursome, staple and specialist bread products.

The DS-gluten free Brioche Loaf offers a source of fibre and is free from colours and preservatives, making it suitable for breakfast or as a snack.

Emma Herring, senior retail brand manager of DS-gluten free, comments, “Brioche products have seen exponential growth in mainstream bakery over recent years and they command a lot of retail shelf space, so we are delighted to offer a gluten free option which will be a first for the UK market. We have worked closely with our parent company, Dr Schär, to stretch the boundaries in the free from sector. As the European leader in continental speciality bread, together we are well placed to utilise our business expertise to help make our vision for an authentic, light and golden brioche bread, a consumer reality for the UK market.”

In addition, the DS-gluten free ‘Fresher for Longer’ loaves have been rebranded ‘Wholesome Loaves’ following consumer research which revealed nutritional content was a key driver to customer purchase.

Available in both white and seeded varieties, this versatile bread has a 40-day shelf life. Both varieties contain wholesome and nutritious grains; millet and quinoa and 25% sourdough which gives the bread a lighter texture and is easily digestible. The flavoursome loaves are high in fibre and do not contain egg and milk. The 300g, soft loaves are packaged with freshness in mind and carry a re-seal sticker on-pack to help maintain product quality after opening.

“For most, bread is an essential part of a 21st century diet and gluten free consumers shouldn’t have to cut this food staple from their lives or accept poor quality substitutes,” says Herring. “Unlike current free from bread options, the multipurpose DS-gluten free Wholesome Loaves are made with innovative ingredients giving it that fuller flavour we know our customers are looking for.”

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