Gluten-free brand BFree ups US distribution with new e-commerce channel

By Douglas Yu

- Last updated on GMT

Related tags Bread

BFree's gluten-free products will now be available through e-commerce channels in the US. Pic: BFree
BFree's gluten-free products will now be available through e-commerce channels in the US. Pic: BFree
BFree has partnered with e-commerce site to distribute its gluten-free wraps, bagels, pitas, rolls and bread loaves across the US. 

The partnership marks the company’s launch of its products on a national level. The Irish company entered the US market two years ago, distributing its products through selected retail outlets, including Costco, Kroger and Publix.

However, BFree told BakeryandSnacks it had received several queries from consumers who could not find their products. 

“ [has] provided us with a platform to sell to anyone across the US, regardless of local in-store availability,”​ the company said.

Using premium ingredients

BFree was initially launched in Dublin to fill a market gap for gluten-free breads that “boast superior performance in comparison with other gluten-free products that tend to crack and crumble when eaten,”​ the company’s marketing manager Freya Ivory said.


“A lot of gluten-free breads are loaded with sugar and preservatives, [but] we strive to only use natural ingredients such as pea protein, bamboo fiber, apple fiber, quinoa and chia.

“BFree Sweet Potato Wraps, for example, are made from ground-down sweet potato,”​ she added. “All BFree products are free from gluten, wheat, dairy, egg, nuts and soy. They are non-GMO, Kosher certified, have no added sugar and are high in fiber, low in fat and calorie responsible.”

In talks with Amazon

BFree is also negotiating with Amazon in the US to further its e-commerce business expansion.

Ivory mentioned BFree’s products are currently available through Amazon UK.

Amazon​ has been trying to persuade some major CPG brands to directly ship their products to customers, a move which many retail industry leaders consider a threat to brick-and-mortar stores, this site recently reported.

“We would love to work with Amazon Go,”​ Ivory said. “BFree is interested in any e-commerce opportunity that will increase our company’s visibility.”

But for now, Ivory mentioned the main challenges with operating BFree’s own e-commerce platform is logistics.

“Since we’re an emerging brand, we don’t have our own warehouse for shipping. But we’re hoping that, as our e-commerce sales grow, this problem will become obsolete.”

Business outlook

BFree has plans for new retail launches in 2017.

“Gluten-free is a fast-growing category that is set to increase due to health-conscious consumers who are helping to make gluten-free living more mainstream,”​ said Ivory.

BFree is aiming to double its business revenue this year and believes it is on track to achieve this goal. 

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