Promise Gluten Free brings healthier, fluffier and uniquely baked-in-store gluten-free bread to US

By Elizabeth Crawford contact

- Last updated on GMT

Source: Promise Gluten Free
Source: Promise Gluten Free

Related tags: Gluten-free, Bread

With the US launch of Promise Gluten Free, consumers looking for celiac-safe breads will no longer be restricted to the freezer aisle or required to choose between tasteless loaves without structural integrity or more flavorful and chewy options that are also higher-fat and -sugar.

“What makes Promise so unique is a line of gluten-free sourdough bread that can be baked in store”​ or at home for a “mind blowing”​ perfect, freshly baked crusty bread without fear of cross-contamination, Amanda Eckert, a nutritional specialist for the company, told FoodNavigator-USA.

She explained this is possible because the company seals the par-baked sourdough loaves in oven-safe bags that can be placed directly on the top shelf of a preheated fan oven to finish the baking process. After it is removed and rests for at least 30 minutes the bag can be opened and the bread sliced and enjoyed.

“It tastes absolutely mind blowing. We have given it to people and not said it is gluten-free and their reaction is that it is amazing and when we tell them ‘oh by the way, it is gluten-free as well’ they are blown away,”​ she said, adding, “It is so unique for them to be able to buy bread again in the bakery section, not in the freezer, and it actually tastes amazing.”

Because the bread remains sealed in the bag until the consumer opens it, shoppers with allergies can feel confident that there has been no cross-contamination and it is safe to eat.

The brand also is rolling out in the US a trio of soft breads that “you can actually make sandwiches from, which is something you just don’t see when it comes to some of the other gluten-free breads out there,”​ Eckert said, noting the crumbly, dry or more firm nature of competing products.

The line includes a white bread, multigrain loaf and chia & millet option, she added.

Nutritional profile

Promise Gluten Free’s breads also stand out from the competition with a cleaner ingredient deck and stronger nutritional profile than many brands already available across the US, Eckert said.

“I have done a comparison against the nutritionals of the other breads out there and we are No. 1. We have such low fat and extremely high fiber. Usually, in gluten free bread, to get it to taste palatable, they put a lot of fat and sugar in,”​ she said.

For example, a serving of Promise Gluten Free’s white sliced bread has 2.1 g fat, 0.6 g sugar and 19.8 g of fiber compared to serving of competitor Kelkin’s sourdough, which has 4 g fat, 7.4 g of sugar and 4.6 g fiber.

“People are now looking for healthier options and are more health conscious, and so we are responding by offering them a gluten free bread that is low-fat, low-sugar and up to seven times more fiber than many of the other lines out there,”​ Eckert added.

She also noted that the brand’s protein content exceeds much of the competition, making it a better fit for consumers shopping with health and wellness in mind.

US expansion

The brand, which has 50 years of heritage in Ireland and is available across the UK and Australia, is just launching in the US – starting in Washington state in Safeway/Albertsons and in Shaw’s in Boston, Eckert said.

“Our goal is to be available nationally, and we are in talks with Whole Foods and other Safeways in other regions across the country. So it will be more widespread,”​ she said.

To support the launch, Promise is working with influencers in its current markets as well as registered dietitian groups, which it hopes will help spread the word. It also is working at a grassroots level with the celiac community to help raise awareness and demand to fuel further expansion.

Related topics: Ingredients

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