Superfood Bakery secures UK roll-out of its bakery mixes

By Jenny Eagle

- Last updated on GMT

The Superfood Bakery range going  into Asda stores. Photo: Superfood Bakery
The Superfood Bakery range going into Asda stores. Photo: Superfood Bakery

Related tags Bakery Gluten-free dairy free

Superfood Bakery is launching a range of all-natural, gluten-free, dairy-free and vegan-friendly baking mixes across 280 Asda stores this month.

The roll-out includes; Morning Dreamers Organic Pancake Mix, Joy Makers Organic Brownie Mix and Spirit Lifters Cookies Mix ensuring the bakery range is available to more consumers than before. 

All-natural

Superfood Bakery was created by Tania Vynokurova and Ksenia Tkacheva in 2017, when the pair began creating free-from variations of their favourite baking recipes. 

Following positive consumer feedback, successful tastings and interest from retailers, the duo supported the business themselves until their first funding round in January 2019 where they raised £250k from a group of Angel Investors.

“We are thrilled to be launching our all-natural baking mixes into Asda stores nationwide. We launched Superfood Bakery to inspire more consumers to cook free-from, from scratch, by providing them with a simple way to create healthy, gluten-, dairy- and refined sugar-free bakes at home,” ​said Vynokurova. 

No preservatives

According to the friends, British baking has traditionally been dominated by artificial, preservative-laden offerings that are bulked out by thickeners and contain hidden sugars, particularly in the free-from sphere. 

Superfood Bakery spotted a gap in the UK market for healthy, nutritious and all-natural baking mixes that could easily be made free-from, but were still delicious. The brand’s range taps into the growing demand amongst consumers for ‘healthy indulgence’, convenient and ‘ready-to-bake’. 

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