Tesco To Stock New Schär Wholesome Vitality Loaf

The Schär brand has introduced a new ‘Wholesome Vitality Loaf’ as part of its gluten free bread offer, which will be initially stocked at Tesco stores in the UK.

Available in 500 Tesco outlets, the Loaf (RRP £2.60) is made with quinoa, chestnut and sorghum plus sunflower and linseeds.  The bread is high in fibre, low in saturated fat and suitable for vegans while being gluten, wheat, lactose and preservative free.

The launch is being supported by large scale online advertising activity which will run for 8 weeks from early October.  The campaign will target coeliacs, gluten sensitives and those with an interest in food, health and nutrition and invites consumers to try an item from the Schär bread range for free (via an online download voucher).

The gluten free bread category is now worth over £69m and growing at 8% year on year. Bread is the biggest category in gluten free with over 22% market share. Bradley Grimshaw, UK Managing Director of Schär, comments: “The launch of the Wholesome Vitality Loaf marks the fourth bread launch for Schär in the UK during 2016. Schär has provided £4m of the sector’s £5m growth within bread and we see the category as one that has much opportunity for further growth and innovation.”