Warburtons launches Gluten Free Soft Pittas

This week, Britain’s largest bakery brand, and No1 Free From bakery brand, Warburtons, has launched its latest NPD, Gluten Free Soft Pittas.

The Gluten Free Soft Pittas deliver on the same high quality expected from Warburtons, and have a soft, fluffy texture and an authentic taste. They can be warmed in the toaster, or enjoyed cold, creating a convenient and versatile accompaniment that works as part of any meal. The product is perfect for filling, dipping or enjoyed as a snack, toasted on its own.

Warburtons continues to invest significantly in the gluten-free category as gluten free consumers look for new and more interesting bakery products to make mealtimes more exciting. The launch of Soft Pittas demonstrates this continued commitment to innovation. It follows recent successful NPD launches including Cinnamon and Raisin Fruity Buns and Super Soft Seeded Rolls which have helped Warburtons take 39 per cent market share of the Free From rolls category from a standing start.

With sandwich alternatives increasingly inhibiting category growth (-200k units / -10.1 per cent vs LY), the launch of new Soft Pittas will also aim to reinvigorate the struggling but important segment of the Free From Bakery category, deliver category growth and meet a much needed unmet need for consumers.

As well as being gluten, wheat and milk free, the new Soft Pittas are high in calcium, a great source of fibre and are Coeliac UK certified. The product will be baked in Warburtons’ dedicated Gluten Free bakery in Newburn.

Warburtons holds the top spot in the Free From bakery category with a 24.7 per cent value share.

“Everyone should be able to enjoy high-quality bakery products, regardless of dietary restrictions,” said Jonathan Warburton, Chairman. “Gluten free shoppers shouldn’t have to compromise on quality and taste, and our Warburtons Gluten Free range delivers on both. We are thrilled we have been able to recreate a gluten free alternative to our core range favourite.

“Innovation is critical to the growth of the free from category and to help meet what can often be an uncatered need for many. This is why at Warburtons we are investing significantly over the next three years in our Gluten Free range to grow, evolve and meet ongoing demand to introduce versatile and convenient free-from products.”

Soft Pittas (4 pack) will have an RRP of £3 and will soon be available in Co-op and some other retailers.