Promise Gluten Free is delighted to announce that its award-winning gluten free bread will now be carried by Morrisons, the UK’s fourth largest supermarket chain. This strategic partnership underscores Promise’s unwavering commitment to redefine the “Free-From” and “Better for You” categories through delivering the highest-quality and superior tasting gluten free baked goods to more UK consumers.
The listing at Morrisons will include Promise’s top selling Soft White and Multi Grain loaves and will hit the shelves in over 300 stores in November. Promise products will now be available to consumers in more than 2,500 stores across the UK, providing more gluten free and health-conscious consumers with breakthrough, great tasting products that the Promise brand is known for.
This partnership is further evidence of the increasing demand for Promise’s premium products in the UK market. In 2022, Tesco added Promise to its Free From bakery product offering, joining Sainsbury’s which has been a supporter of the brand for many years. Promise continues to bring high quality innovation to the category, most recently with the launch of its Wholesome Brown loaf and Soft White Rolls in Sainsbury’s.
“The quality of our bread, great range of products and distinctiveness of our brand is helping to drive UK category growth. Our unique proposition is gaining share across our key markets, driven by increasing demand from both gluten intolerant consumers and those looking for healthy choices for themselves and their families,” comments Patrick O’Sullivan, CEO of Promise Gluten Free. “We are delighted to announce our new Morrisons partnership, which will bring our world-class gluten-free products to more UK consumers than ever before.”
Promise Gluten Free was founded in Ireland in 2011. Since then, Promise’s development and growth has been underpinned by the Company’s mission to create great tasting gluten-free baked goods with superior nutritional content. As a result of this distinctive capability, the Promise brand has delivered strong category growth wherever it is listed.
