The UK’s market leader in gluten free flatbreads has launched a new soft white wrap which ‘breaks the mould of gluten free bakery food’ into Tesco and Asda stores nationwide.
The wraps have been commended for their softness, which is a quality difficult to achieve when gluten is removed. In a blind consumer taste panel with 100 gluten free consumers undertaken in August 2024, 81% stated BFree’s white wrap felt soft in the mouth compared to a competitor brand score of 24%.
This softness is the result of research and development from BFree’s food technology and product development teams and utilisation of state-of-the-art equipment to create a soft wrap which can be rolled without breaking. It is priced competitively, intended for a variety of meal occasions including lunch and dinner and is high in fibre and protein. It is
BFree operates the largest dedicated gluten free flatbread facility in the world. Located in Crossmaglen, Northern Ireland, it uses state-of-the-art technology to ensure consistent, excellent quality products. According to Circana Data (52wks ending July 13th 2024), BFree accounted for 55% of total gluten free flatbread sales in the UK, including pittas, wraps, and naan breads.
Alex Murphy, CEO of BFree, said: “We’ve created a product which breaks the mould of gluten free bakery food. Never compromising on taste or quality, we’re dedicated to offering alternatives that combat the stereotypes of gluten free food. Crafted with a precise blend of plant protein, fibre, and starches, each wrap is baked to perfection and the result is the best gluten free wrap on the market, surpassing the quality of all competing products.”
BFree produces a multi-award-winning range of wraps, from Sweet Potato (winner of the Healthy Food Guide Special Diet Awards 2024), High Protein (Gold winner at the Free From Food Awards 2024 in the Keto category) and Multigrain wraps.
The Soft White Wraps from BFree will be in Tesco and Asda stores from 14 October.
Alex Murphy continued: “The results of the taste test are testament to the development of our soft white wraps. Our world-class technology and fantastic blend of starches, fibres, and natural ingredients, such as apples, peas, carrots, sweet potato and chickpeas, deliver an amazingly flexible and delicious gluten free wrap, that strikes a perfect balance between ensuring maximum softness while also being sturdy enough to hold any filling without breaking apart.”
For more information on BFree, visit: bfreefoods.com/ukirl/
