PODCAST ‘There has to be a continued focus on quality’: Warburtons Gluten Free gives brand a bright refresh

By Gill Hyslop

- Last updated on GMT

PODCAST ‘There has to be a continued focus on quality’: Warburtons Gluten Free gives brand a bright refresh

Related tags Warburtons Gluten free products free from brand refresh Anna Barnett recipes

Chris Hook, Free From director of Warburtons, says the demand for free from is clearly here to stay, but the expectations of anyone following a gluten-free diet – whether for medical reasons or just a lifestyle choice – remain demanding … and so they should be.

Hook believes the gluten-free space is going to see an interesting blend of activity over the next 3-5 years. He predicts the gluten free space will see a bigger migration out of the free from fixture into convenience – noting a trial currently being undertaken by UK discount store chain Poundland – along with an accelerated push into D2C, already in motion thanks to the environment brought on by the coronavirus.

Warburtons recently refreshed the look of its Gluten Free range to pop out on a typically busy shelf and bring the brand more in line with Warburtons’ core offering.

Warburtons GF 4 Crumpets

The new look packaging was changed to coincide with the launch of the brands gluten free Toastie loaf earlier this year. The range – launched in 2011 – has continued to grow aligned with the demand for free from options, which has seen a 50% growth over the past five years.

The Warburtons Gluten Free range now includes 15 gluten free, wheat free and milk free products, including breads, wraps, sandwich thins and crumpets.

Clear gluten free message

“Our new brand identity is bold and distinctive, carrying a clear gluten free message and the iconic Warburtons logo and colouring. We hope that the orange will improve stand out on shelf for our products so that consumers can find them more easily on a very busy fixture,”​ said Hook.

“Most importantly, this reinforces our commitment to the free from sector as we continue to invest in expanding and improving our gluten free offering.”

Gluten freedom

Anna Barnett

Warburtons Gluten Free has also collaborated with chef, author and culinary editor Anna Barnett to create five bespoke recipes to highlight the company’s Gluten Freedom campaign.

Barnett – who recently released ‘How to be Gluten Free and Keep Your Friends’ – shows how Warburtons Gluten Free products can be used as the hero component in any meal at any time of the day.

“I had so much fun working with the Warburtons Gluten Free range on this project; I was already a big fan of the brand and its gluten free range,” said Barnett.

“I particularly enjoyed working with the Gluten Free Tiger Bloomer; the Pasta Torte with buttered bread bowl that I created is easy to make and a real showstopper …”​ Hook certainly concurs with Barnett.

We chat to Chris Hook about the changes to the brand’s look and the progress it has made, along with his predictions for the free from space.

The Warburtons Gluten Free range is available from all major UK supermarkets, with an RRP of between £1.99-£3.69

The recipes

Warburtons Gluten Free
  • A very indulgent ‘croque madame’ featuring the Warburtons Gluten Free Tiger Loaf
  • Warburtons Gluten Free crumpet & mushroom stack with avocado, gruyere, pickled shallots & chives
  • Gluten free multiseed cheat waffles with bread soaked in egg, blitzed with blackberries, and maple syrup with fresh fruit & yogurt, featuring Warburtons Gluten Free Multiseed Loaf
  • Open charred sandwich with fried garlic prawns, featuring Warburtons Gluten Free Tiger Bloomer
  • Gluten free carbonara pasta torte with buttered bread bowl, featuring Warburtons Gluten Free Tiger Bloomer

The recipes can be found here.

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