Udi’s – owned by US business Boulder Brands – is this month rolling out to UK supermarket chain Morrisons for the first time, with a line-up of seven products.
The roll-out to 472 Morrisons stores also brings the debut of two new products: a multipack of six 20 g bags of Cheese Puffs; and a 200 g bag of Lightly Salted Tortillas. The rest of the Morrisons line-up comprises: Tiger Bloomer, Plain Bagels, Multi-seeded Bagels, Lemon Wafers, and Peri Peri Tortilla Chips.
“This is an exciting time for Udi’s,” said brand manager Holly Wales. “Launching these two new products, along with our expansion into Morrisons is a real merit to Udi’s success and another key step in development within the UK market.”
Launched in UK in 2013
US gluten-free business Boulder Brands brought the Udi’s brand to the UK in May 2013, when it acquired Cheshire-based gluten-free business Davies Bakery.
At that time, Boulder said it was aiming to become “category captain” in the UK, and the business has since grown its UK range to 52 lines, 18 of which target the snacking market. The brand is stocked by many major UK supermarkets, including Tesco, Asda and Sainsbury’s.
“We are now in an established position of providing a wide range of consumer goods that not only cater for the 1% of diagnosed coeliacs, but also the increasing number of UK consumers living a gluten-free lifestyle,” said Wales.
Pinnacle acquires Boulder Brands
News of the UK expansion comes two weeks after US business Pinnacle Foods announced the completion of its acquisition of Boulder Brands.
Pinnacle produces brands including Duncan Hines baking mixes and frostings, Vlasic pickles, Wish-Bone and Western salad dressings, Birds Eye frozen food, Hawaiian kettle-style potato chips, and Erin's popcorn.
In addition to Udi’s Gluten Free, the acquisition of Boulder adds brands including Glutino, Earth Balance, Evol foods, and Smart Balance to the Pinnacle Foods line-up.