Plain and Multiseed free from bagels
Promise Gluten Free has won a listing in Sainsbury’s for its Plain and Multiseed bagels.
Promise is currently the fastest growing gluten free bakery brand in the UK.
While the UK Gluten Free bakery category is delivering strong growth at +32% in value, Promise grew at more than 100% in 2023.
The brand is also a very strong market leader in its home country of Ireland and recently became the number one player in Canada, where it has been responsible for all the category growth over the past two years.
This latest innovation targets the morning goods segment, which is also showing strong growth. The products are made with upgraded manufacturing equipment for a perfectly shaped bagel, new recipes and reduced packaging. This underscores Promise Gluten Free’s commitment to delivering high-quality, mainstream gluten free baked goods to its growing customer base.
“We are redefining how consumers view the gluten free baked goods category, with more than 40% of consumers now open to consuming free from bakery products out of need but also choosing to do so for health and wellness reasons,” said CEO Patrick O’Sullivan.
“We have worked hard to continue innovating to make nutritious and great tasting products every day. Promise is bridging the gap between gluten free and mainstream bread, which means there is massive growth potential for our brand.
“We are very appreciative and delighted that Sainsbury’s has agreed to expand the Promise range further in their stores, bringing our world-class gluten-free products to more UK consumers than ever before.”
Last year, Promise also secured a listing with Morrisons for its Soft White and Multi Grain loaves, while in 2022, Tesco added Promise to its Free From bakery product category.