Schär – Europe’s favourite in gluten free* and fastest growing gluten free brand in the UK** – is delighted to announce the launch of the new Wholesome Vitality Loaf into its popular gluten free bread portfolio.
Available in 500 Tesco’s stores from October (RRP: £2.60), the Wholesome Vitality Loaf is made with quinoa, chestnut and sorghum plus sunflower and linseeds for a truly flavoursome and nutritious loaf. This delicious new gluten free bread is also high in fibre, low in saturated fat and suitable for vegans while being gluten, wheat, lactose and preservative free.

Bradley Grimshaw, UK Managing Director of Schär comments: “We know consumers are looking for great quality gluten free products with high nutritional value and this new loaf delivers just that. Furthermore, our unique packaging design ensures optimal shelf life which means our bread stays fresh without the need for preservatives.”

The gluten free bread category is now worth over £69m and growing at 8% year on year.** Bread is the biggest category in gluten free with over 22% market share.**

Bradley Grimshaw comments: “The launch of the Wholesome Vitality Loaf marks the fourth bread launch for Schär in the UK during 2016. Schär has provided £4m of the sector’s £5m growth within bread** and we see the category as one that has much opportunity for further growth and innovation.”

The launch of the Wholesome Vitality Loaf will be supported by large scale online advertising activity which will run for eight weeks from early October. The advertising will target coeliacs, gluten sensitives and those with an interest in food, health and nutrition and invites consumers to try an item from the Schär bread range for free. To redeem the offer, customers are directed to download a voucher from the Schär website and post this to Schär along with their store receipt in order to be reimbursed for their Schär bread purchase.

Schär is Europe’s favourite in gluten free* and fastest growing gluten free brand in the UK.** It is a brand of Dr Schär which has decades of experience in supplying people across the world on a gluten free diet with a broad range of tasty and innovative products and services to improve their quality of life. The Schär range in the UK includes bread and rolls, sweet and savoury foods such as biscuits and crackers, a selection of frozen convenience meals, pizzas, and even sausage rolls.

* Euromonitor data 2014

** IRI, Top 6 Retailers, 52 & 12 w/e 17th Sep 2016


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