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Cheshire-based Boulder Brands aims to drive gluten-free category growth with innovative Udi’s

Innovation and new gluten-free technology is set to grow the UK gluten-free category by more than £100m over the next five years says US gluten-free food supplier Boulder Brands, which has launched Udi’s in the UK .*

With its new base at a recently acquired Cheshire bakery, health foods giant Boulder Brands aims to become “category captain” with the launch of its Udi’s Gluten Free range in the UK this week and believes the market will be driven by innovation and wider choice alongside the increased awareness and diagnosis of Coeliac disease and gluten sensitivities.

Growing by an average of 10% year on year, the quickly evolving category is expected to reach £268m by 2018* as a result of innovative product launches and increased investment in consumer communication.

The Udi’s Gluten Free range includes a number of first-to-market products including three freshly baked gluten-free bagel varieties, toaster pastries and ancient grain crisps. Many of the products have been produced in the company’s recently acquired North Wales bakery using innovative gluten-free baking technology.

Simon Hazlett, Boulder Brands UK Managing Director, said: “This is a dynamic market showing strong growth driven through improved quality, product innovation and investment into category by both suppliers and retailers. The key to this growth is giving consumers the choice to enjoy a full range of quality gluten-free food without compromise.”

Nineteen of Udi’s products have launched into Tesco, with plans to roll out up to 50 additional gluten-free products over the next year. The 19 products launching this week include fresh sliced white and brown sandwich bread, breakfast bars and ancient grain crisps as well as the UK’s first fresh gluten-free bagel.

The number one range in the US and Canada, Udi’s Gluten Free has already won numerous awards across the continents including Best Gluten Free Bagels, Best Gluten Free Sandwich Bread and Best Gluten Free Rolls.

Udi’s Gluten Free appeared at The Allergy and Free From Show North in Liverpool this weekend.

*MarketsandMarkets Analysis 2013

This was posted in Bdaily's Members' News section by Sarah Shimwell .