Food giant Heinz has launched a range of gluten-free pasta and sauces in the UK as the company looks to tap into the growing category.
Available from mid-March, the Deliciously Gluten Free range comprises three pasta varieties: Penne, Macaroni and Spaghetti, and three sauces: Tomato Frito, Tomato & Basil and Tomato & Oregano.
"This range is the first Heinz branded gluten-free pasta globally," a spokesperson for the company told just-food today (25 February).
Heinz said the launch is in response to increasing demand for quality gluten-free products. According to Kantar Worldpanel data, the category grew by 23% in the year to October 2012.
"Coeliacs often feel they have to compromise on taste due to their dietary requirements, so Heinz wanted to create a range which allowed them to enjoy delicious versions of their favourite dishes gluten-free," said Ali Wilkes, marketing lead at Explore at Heinz.
HEINZ LAUNCHES NEW ‘DELICIOUSLY GLUTEN FREE’ RANGE
Heinz is launching a delicious new gluten-free range of pastas and sauces, to offer Coeliacs and gluten-intolerant consumers the chance to enjoy some of their favourite dishes - without having to compromise on taste.
Available from mid-March, the ‘Deliciously Gluten Free’ range responds to the increasing demand for quality gluten-free products. In the last year, the category grew by 23% - significantly higher than the grocery average[1].
Suitable for people with Coeliac disease and those following a gluten-free diet, the high quality range features three pasta varieties - Penne, Macaroni and Spaghetti, and three great-tasting smooth pasta sauces - Tomato Frito, Tomato & Basil and Tomato & Oregano.
The delicious Italian pastas are available in 500g bags at a RRP of £1.80 each. Using generations of food know-how, Heinz has blended corn, potato and lupin flour to make sure the taste and ‘bite’ are just right.
The pasta sauces are available in a 210g tetra pack and have an RRP of £0.89. The small individual portion size is designed for added convenience and to reduce waste.
The smooth pasta sauces follow an authentic Spanish recipe; fresh onion and garlic are gently cooked in a little oil then some of this infused oil is blended with tomatoes as they cook, producing the rich flavour and aroma. They are delicious when heated and stirred into pasta, or as a tomato base for other dishes.
Ali Wilkes, Marketing Lead at Explore at Heinz, said: “Coeliacs often feel they have to compromise on taste due to their dietary requirements, so Heinzwanted to create a range which allowed them to enjoy delicious versions of their favourite dishes gluten-free.
“All six products feature the crossed grain symbol - certifying them gluten free - and with no artificial colours, no artificial flavours and no artificial preservatives, we are proud that these are products our consumers can really trust.”
The launch of the new Heinz ‘Deliciously Gluten Free’ range will be supported by marketing and promotional activity with Coeliac UK, in-store marketing, digital activation and presence at shows such as Vitality and The Allergy Show.
The gluten-free category is currently worth £140m in grocery alone.[2] Heinz is planning to launch further new exciting products to the range in the future.
