Schär expects double digits growth after UK gluten-free bakery launch

By Douglas Yu contact

- Last updated on GMT

Schär has an average market share between 30% to 40% in most European gluten-free markets.
Schär has an average market share between 30% to 40% in most European gluten-free markets.

Related tags: Gluten-free diet

One of the largest European gluten-free brands, Schär, has unveiled six new varieties in major UK retailers, including Morrisons and Tesco.

Schär brand is owned by Dr. Schär, a company that “specializes in the development and production of foods for people with special dietary needs,”​ according to its corporate site. It offers a wide range of gluten-free products, including cookies, pizza, and pancake mix.

Schär told BakeryandSnacks that the company is a market leader in most European markets, such as Germany, Italy, Spain, France and the Netherlands with an average market share between 30% and 40%, based on Nielsen data.

Gluten-free bread category grows at 34.4%

According to the IRI data for the 52 weeks up to July 9, 2016, the gluten free bread category was worth over £68m ($89m) in the UK having grown 10% year on year. The frozen gluten free category in the UK was valued at £29.5m ($38.8m) over the same period, with 30.4% growth year on year.

These numbers will continue to grow, UK managing director of Schär Bradley Grimshaw said.

“Extending the choice for those following a gluten free diet is one of our core principles and we are excited about the latest innovations joining our portfolio,”​ he said, “…the growing demand for these [gluten free] products really does present a significant opportunity for our retail partners.”

Schär six new products launched in the UK

  • Schär Pain au Chocolat: ​Launch date: July 2016 RRP: £3.20 Pack size: 4 per pack Stockist: Morrisons (frozen aisle)
  • Schär Salti: ​Launch date: July 2016 RRP: £1.99 Pack size: 175g Stockist: Tesco
  • Schär Seeded Ciabatta: ​Launch date: July 2016 RRP: £2.00 Pack size: 4 rolls Stockist: Tesco
  • Schär White Baguette: ​Launch date: May 2016 RRP: £3.00 Pack size: 2 x 175g Stockist: Sainsbury’s
  • Schär Veggie Pizza: ​Launch date: May 2016 RRP: £3.00 Packsize: 390g Stockist: Morrisons
  • Schär Panini: ​Launch date: February 2016 RRP: £1.99 Packsize: 3 rolls Stockists: Morrisons and Tesco

18% turnover increase for the group

Schär claims to be the “fastest growing”​ gluten-free brand in the UK, a market that makes up around 11% of its total business.

The Dr. Schär Group is predicted to reach a turnover increase of 18% for 2016 after launching the new products in the UK, the company said. The Schär brand, in particular, is also expecting a double-digit increase in turnover this year.

In addition, new product developments will be brought to the market, Schär added.

As for the impact of Brexit on Schär’s business, the company said, as an international brand, we are continuing to monitor and assess if Brexit will affect the business, however, it is too early to make predictions about any impact on the company”. 

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