Juvela enters the free from category with gluten-free fresh bread range

Responding to calls from customers directly affected by changes happening to local prescribing practices in some areas of England, Juvela, the leading prescription brand of gluten-free foods, has launched its first ever range of gluten-free fresh bread products into the free from aisles of selected Tesco stores.

As a specialist manufacturer, Juvela has been providing high quality gluten-free foods to people clinically diagnosed with coeliac disease for over 25 years. Juvela bread is crafted by experienced bakers and baked in a dedicated gluten-free bakery in the UK.

The range on offer will consist of fresh 400g sliced gluten-free loaves in white and fibre varieties, and packs of 4 gluten-free bread rolls in white and fibre varieties.

“This is an exciting time to be entering the free from arena as there is so much interest and innovation. This move is in response to the demand from Juvela’s core market of diagnosed coeliacs, but will also give us an opportunity to showcase our authentic tasting glutenfree loaves and rolls to a wider audience of free-from shoppers who choose to avoid gluten for either a health condition or as a lifestyle choice,” says Jill Nelmes, Juvela retail marketing manager.

“We are proud of the reputation we have developed for making gluten-free bread that actually tastes like real bread. To replicate the superior baking qualities of gluten-containing bread we bake our authentic tasting gluten-free bread using flour made from gluten-free wheat starch, which meets international standards for gluten-free.”

We are aware that our bread products will be available to a wider audience of free from consumers who may have issues with allergens other than gluten.”

Just like gluten-containing bread, Juvela fresh bread is fortified with vitamins and minerals, including calcium, iron and folic acid and is less than 5% fat and does not contain egg.

The loaves and rolls can be enjoyed straight from the bag or are also suitable for freezing for up to 1 month. In those areas unaffected Juvela products will continue to be available on prescription from the pharmacy.