Newburn Bakehouse by Warburtons brings ‘free-from’ to lunch times

Newburn Bakehouse by Warburtons offers an award winning gluten and wheat-free range of bakery products. Its dedicated free-from bakery in Newburn, Newcastle, hosts a team of expert gluten and wheat-free bakers, combining generations of Warburtons passion and know-how to produce a range that has won awards for superior quality and taste.

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Currently estimated to be worth £367 million, ‘free-from’ is one of the fastest growing markets in the UK, forecast to grow by over 47% by 2018*. Since Warburtons rebranded its free-from range in 2013 to Newburn Bakehouse, sales have increased significantly up 91.9% on the same period last year.

Newburn Bakehouse is investing heavily in a strong innovation pipeline with a true commitment to quality. This year, £90,000 was spent on the latest technology and research to bring six new products into the market, including gluten and wheat-free wraps, bringing the total range up to 15.

Currently stocked in Tesco, Morrisons, Waitrose, Sainsbury’s, Asda and convenience stores; the Newburn Bakehouse range is now planning a series of new product launches for 2014. At present the range includes beautifully soft loaves, French-style baguettes, fruity tea cakes, mouth-watering muffins and the popular gluten and wheat-free Square White Wraps, the first of their kind in the UK, offering a versatile alternative to a conventional sandwich or roll.

For those with Coeliac disease, eating away from home remains a big challenge. Numerous eating establishments have a lack of knowledge and understanding about catering to this largely untapped market.

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However, the increase in demand for gluten-free has not gone unnoticed by key players within the foodservice industry with Domino’s, Pizza Express, La Tasca and Starbucks all now offering ‘gluten-free’ options. Many are currently working with Coeliac UK, the UK’s leading charity for people affected by Coeliac disease, to gain accreditation and improve their in-house production and training methods to avoid contamination.

Coeliac UK, leading charity working for people with coeliac disease and dermatitis herpetiformis,support over 60,000 people with the condition and around 14,000 people with a new diagnosis sign up each year. However, 30%** of the British population is now choosing to eat gluten and wheat-free on a regular basis, despite not suffering from any food intolerance, and over half of UK households buy into ‘free-from’ at some point during the year. ***

Coeliac UK have highlighted the continuing lack of away from home options for gluten-free and have spotlighted foodservice as a key area of focus for their annual awareness week for the last two years.

For Newburn Bakehouse, entering the foodservice channel is the next logical step. As more people are diagnosed with Coeliac disease and other related intolerances, the demand for quality foods and services is increasing across all channels. This development in consumer expectations was a driving force behind the brand’s presence at lunch! Show, ‘The contemporary food-to go-show’, in order to better understand the needs of both consumers and trade customers.

As a result of feedback gathered from their attendance, Newburn Bakehouse is looking into the best possible formats and products to fit the customer and food service need. A result of such thinking has been an exciting new partnership with La Tasca, where the brand’s Square White Wraps feature on the La Tasca menu across their entire UK portfolio. The restaurant chain, which won ‘Best Gluten-Free Menu’ in 2012, offer the wraps as its ‘Gluten-free Flatbreads and Oils’ dish within its enhanced gluten free menu, which is endorsed by Coeliac UK.

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The collaboration with La Tasca demonstrates the versatility of the Newburn Bakehouse range and how it can be seamlessly incorporated into a food service offer where there is a clear and obvious demand.

Chris Hook, Director of Newburn Bakehouse by Warburtons said: “We’re thrilled to be moving into the food service arena as it represents a huge potential growth area for us.

“It’s a known fact that eating away from home is one of the biggest challenges people with Coeliac Disease face. Many eating establishments lack knowledge and understanding about catering to this market, yet it represents an estimated £100m worth of business.****

He continued: “We’d love to expand further into foodservice and are already in talks with several establishments. For us, it’s all about giving those with food intolerances or allergies, the same great tasting Warburtons products that families across the UK enjoy with our core range, home or away…”

NB-Lock-up-for-FDDTo find out more about Newburn Bakehouse opportunities, complete our enquiry form and we can respond with an opportunity to cater to your needs. Just visit us at www.newburnbakehouse.com/trade

* Mintel, Meat-free and Free-from Foods -UK – September 2013

** YouGov, March 2013 – 52, 349 sample size

*** Kantar Worldpanel July 2013

**** www.coeliac.org.uk/food-industry/caterers-and-restaurateurs/how-your-business-can-access-the-gluten-free-pound