Warbutons aims to double its free-from sales during 2013 with a view to becoming the largest brand in the growing free-from sector.
As part of this drive, the company is rebranding its line-up of gluten-free and wheat-free products, which will be grouped under the Newburn Bakehouse brand.
Warburton's is currently the second-largest UK free-from player and the group said that the relaunch is expected to help drive growth through "diversification" and "innovation".
"We have set some ambitious targets for the Newburn Bakehouse range, including being available in all UK multiples, offering a broad choice of quality gluten-free and wheat-free foods in all food sectors, and expanding the range of outlets the products are available in," Chris Hook, free-from director at Warburtons, commented.
The Newburn Bakehouse range will include gluten-free and wheat-free brown and white bread and rolls, muffins, spiced loaf and teacakes.
Warburtons builds on ‘free-from' success with new sub-brand
Britain's second biggest grocery brand launches the Newburn Bakehouse range to cater for growing free-from market
12th January 2013: Warburtons, the UK's largest bakery brand, is today rebranding its range of gluten-free and wheat-free bakery products. The Newburn Bakehouse range will build on the success of Warburtons' free-from business, which has more than doubled in size in the last year, with sales of pound 5.7million.
Launching in January 2013, Newburn Bakehouse demonstrates the baker's commitment to the free-from market and to innovation and diversification as part of its five year growth plan. As well as Warburtons' current free-from products, Warburtons will launch a selection of brand new products throughout 2013.
The free-from bakery market has grown by 18% in the last year[2] and to cater for this, Warbutons has set ambitious growth targets for its Newburn Bakehouse business. It is aiming to become the largest free-from brand in the UK by doubling sales of its range in 2013.
Jonathan Warburton, Chairman of Warburtons, comments on the launch:
"Having been the first branded baker in the UK to enter into the free-from bread category two years ago, the Newburn Bakehouse range is an important and exciting step in our journey to become the best-selling brand for free-from products in the UK.
"Newburn Bakehouse will be a crucial part of our ambition to become one of the world's best family food businesses over the next five years. This goal will be underpinned by continual innovation and new business growth through our snacks and export businesses, as well as free-from."
Warburtons is currently the number two free-from baker in the UK and makes up 22% of the total free-from bakery market[3], which has become one of the fastest growing markets in the UK. Warburtons' free-from products are baked in a dedicated, bespoke, gluten-free bakery in Newburn, Newcastle, from which the range takes its name. They are made by a dedicated team of free-from bakers who use the latest crafts and techniques available.
Chris Hook, Free From Director at Warburtons, adds:
"We are committed to ensuring that even those with food intolerances or allergies and those who choose not to eat gluten or wheat as part of their diet can enjoy Warburtons products within the same standards of quality and freshness that families across the UK enjoy with our core product range.
"We have set some ambitious targets for the Newburn Bakehouse range, including being available in all UK multiples, offering a broad choice of quality gluten-free and wheat-free foods in all food sectors, and expanding the range of outlets the products are available in. We are confident that this can be achieved thanks to our dedicated expert team of free-from bakers, combined with generations of baking passion and commitment to quality synonymous with the Warburtons brand."
Newburn Bakehouse range (all gluten-free and wheat-free)
Brown Bread (400g): RRP - pound 2.49
White Bread (400g): RRP - pound 2.49
Brown Rolls: RRP - pound 1.99
White Rolls: RRP - pound 1.99
Muffins (Available in Lemon & Poppy Seed and Blueberry & Cranberry): RRP - pound 1.99
Spiced loaf: RRP - pound 1.99
Spiced teacakes: RRP - pound 2.19
