Category leaders Nairn’s answer growing demand for healthier free from products with new launch: Gluten Free Oats, Apple & Cinnamon Chunky Biscuits Breaks

Demand for free from products shows no signs of slowing down, amplified by the rise of consumers avoiding certain food groups in a bid to eat healthier. It’s no surprise then that the UK free from market is now worth £837 million – an increase of 133% in five years[1]. Couple that with an increased consumer awareness of nutritional information, and a spotlight on sugar, and the result is that savvy shoppers are looking for healthier free from products that deliver on taste. Nairn’s, the UK’s number one gluten free brand[2] and third biggest ‘Free From’ brand[3], continues to answer this growing demand by expanding their successful gluten free range. Introducing their newest addition: Gluten Free Oats, Apple & Cinnamon Chunky Biscuits Breaks, a more substantial biscuit bursting with flavour and packed with wholegrain oats. 

Like the rest of the Nairn’s range, these new additions are significantly lower in sugar than competitor products, and contain 50% less sugar than the average sweet gluten free biscuit[4], cementing Nairn’s as the leaders in lower sugar ‘healthier’ biscuits[5]

Combining two popular flavours, fruity apple and warming cinnamon, the new Gluten Free Oats, Apple & Cinnamon Chunky Biscuits Breaks are the latest addition to the Nairn’s best selling Biscuit Break range, and are now available at Waitrose (RRP: £1.75). Thanks to the autumnal and almost Christmas-like flavour profile, these new Biscuit Breaks are set to be a welcome new offering to the free from audience over the colder months.

Emma Heath, Head of Marketing at Nairn’s comments, “As the leading gluten free brand, and experts in lower sugar biscuits, we are constantly striving to grow the free from category and provide consumers with an even wider choice of healthier products that also deliver on taste. This latest launch is no exception, and we’re delighted to introduce the new Biscuit Breaks with a classic flavour combination that, based on research and current trends, is sure to be popular”.

Nairn’s Gluten Free Oats, Apple & Cinnamon Chunky Biscuits Breaks are:

  • Packed full of gluten free wholegrain oats – a rich source of vitamins, minerals and nutrients
  • Contain no artificial colours, flavours or preservatives
  • Only 63 calories per biscuit
  • High in fibre
  • 50% less sugar than the average sweet Gluten Free Biscuit
  • No GM ingredients
  • Suitable for vegans
  • Suitable for coeliacs (carry the Coeliac UK Crossed Grain logo)
  • No hydrogenated fat

Gluten Free Oats, Apple & Cinnamon Chunky Biscuits Breaks, RRP: £1.75 (160g). Currently available in nationwide Waitrose stores, Independent Heath Food Stores and the Nairn’s online shop.

[1] Mintel Free From Report, December 2018

[2] Mintel Free From Report, December 2018

[3] Mintel Free From Report, December 2018

[4] See Nairn’s website for comparative table of sweet biscuits

[5] Action on Sugar report by Queen Mary University of London, testing 481 sweet biscuits, published July 2018 http://www.actiononsugar.org/news-centre/surveys/2018/2018/new-bmj-open-study-reveals-wide-variation-in-sugar-and-calories-in-cakes-and-biscuits-as-industry-is-accused-of-not-complying.html