Bringing sourdough to the Free From customer
In launching an exciting and innovative new product, Nairn’s is bringing the hugely popular sourdough option to the free from consumer with its new Gluten Free Sourdough Flatbreads. The newest addition to the brand’s highly successful and award-winning range of gluten free flatbreads offers a healthy and delicious alternative to bread, helping to ring the changes for weekday lunches.
The rise of sourdough has been one of the most significant bakery trends of recent years and consumers’ passion for the signature ‘tangy’ flavour has inspired many developments across multiple categories, including savoury biscuits and crackers. However, to date, there has not been a successful iteration in the free from savoury snacks and biscuits sector.
“Nairn’s has a strong track record in capturing successful flavour trends in the main category and translating these into free from products – always with the emphasis on great taste” said Emma Heath, Head of Marketing at Nairn’s. She added: “It is essential to our NPD strategy and sales success that we find the best product format to support the flavour. Following research, product trials and taste panelling, on both new and existing formats, it was concluded that our successful flatbread recipe offered the best texture to support a sourdough variety. The larger format is well suited to the lunchtime eating occasion where sourdough bread or other bread alternatives tend to feature heavily”
Nairn’s Gluten Free Sourdough Flatbreads are much bigger than a cracker, but just as light and crispy, providing consumers with a flavoursome base, ideal for loading with toppings, dipping in a hearty soup or dunking into baked camembert. This versatile product offers consumers a convenient option for both at home or out of home lunches.
In line with Nairn’s ongoing commitment to creating food which is simple, natural, wholesome and delicious, the new Gluten Free Sourdough Flatbreads are made with wholegrain oats, which are high in fibre, rich in vitamins and minerals and provide a great natural source of slow-releasing energy.
With a proven and consistent track record of regular, successful new product launches in the free from sector, Nairn’s is one of the UK’s top gluten-free brands (Source: Neilsen, Mintel) and is highly trusted by those following restricted diets. As with the rest of the brand’s gluten-free range, Nairn’s Gluten Free Sourdough Flatbreads are approved by Coeliac UK to carry the Crossed Grain logo and are independently tested to Elisa standards.
With a RRP of £1.99 and a convenient pack size containing two pouches of five Flatbreads, Nairn’s Gluten Free Sourdough Flatbreads will be available in Waitrose, and also in the wholesale and convenience sectors from February 2023.