Gluten-free producer Juvela has launched a new brand and range in Tesco, supported by a £1.5m allergen-free bakery.
The new brand, named ‘OAF’, is designed to attract a broader range of health-oriented shoppers into the free-from aisle. It will operate as the company’s retail-facing range, whilst the Juvela brand will continue to occupy its position as a coeliac prescription-led offer.
OAF lands in Tesco stores this week with a four-strong NPD lineup, which includes White Softie (RRP £3.00), an everyday white loaf, White Sour D’oh and Seedie Sour D’oh sourdough loaves (RRP £3.75), as well as a 2x pack of Pizza Base Slices (RRP £2.75).
The new brand will benefit from recent investment in the company’s new allergen-free site, in South Wales, and Juvela’s baking innovation in gluten-free.
Unlike other gluten-free brands, which tend to use rice flour, OAF and Juvela products are made using a specially formulated wheat starch with the gluten removed, meaning the taste and texture are as close to conventional bread as possible. Until now, this process has mainly been used in prescription-coeliac bread offers, but OAF’s mainstream brand proposition will open the innovation up to a broader market.
Matthew Cain, Head of Sales at Juvela and OAF, said: “Gluten-free consumers – especially the younger, health-conscious segment – aren’t connecting with brands on the shelf, perceiving them as second best to conventional bread. This presents a massive opportunity to engage this audience with a vibrant, characterful brand that resonates with them, whilst showing how tasty and simple gluten-free bread can be through our product innovation.
“By combining Juvela’s historical quality, craft and expertise with OAF’s vibrant brand personality, we’re on a mission to inject new energy, relevance, taste and enjoyment to the retail free-from space, starting with a line of high-quality bakery goods, in the fastest growing areas of the category.”
