Doves Farm, which also produces a gluten-free range call FREEE by Doves Farm, said it has seen significant growth in the gluten-free cereal category over the past decade, driven by consumers – both celiacs and those wanting to avoid gluten – seeking healthy options.
“Consumer interest in both gluten free breakfast cereals with added health and eco benefits and 'buying British' has risen massively in recent months,” said Clare Marriage, founder of Doves Farm Foods.
“We are keen to grow our presence and impact in this area and know the new plant will give us the chance to do this, whilst allowing us to continue to offer great quality breakfast cereals that are now suitable for an even wider range of diets and allergy sufferers.”
Gluten- and dairy-free
The new plant is located next to the company’s existing production facility in Wiltshire.
It will focus on producing the company’s gluten- and dairy-free cereal brands, including Fibre Flakes, Cereal Flakes, Corn Flakes and Chocolate Stars, using newly reformulated recipes.
The brands will be brought under the FREEE umbrella.
According to Doves, manufacturing the gluten-free cereals in the new dedicated plant will ensure full control of production to eliminates any risk of contamination or need for alibi labeling.
On completion of the plant, Doves Farm will move production of its cereals from Italy to the UK.