BFree, the UK’s market leader in gluten free flatbreads, has launched a new soft white wrap in Tesco and Asda.
In consumer testing, the wraps were commended for their softness, which is a quality difficult to achieve when gluten is removed. Bfree stated that the softness was the result of research and development by its food technology and product development teams and the utilisation of state-of-the-art equipment to create a soft wrap which can be rolled without breaking.
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.”
According to Circana Data (52w ending 13 July 2024), BFree accounted for 55% of total gluten-free flatbread sales in the UK, including pittas, wraps, and naan breads.
