Warburtons has given their packaging for its gluten free range an updated look to bring the brand more in line with the bread-makers core range.

UK’s number one bakery brand, said the packaging will now be predominately orange, to coincide with the launch of the gluten free Toastie loaf.

The company said it will ensure their gluten free range is more easily recognisable to stand out more on the shelf in a busy fixture.

The range, which first launched in 2011, has continued to grow as demand for free from options has expanded and has grown by over 50% is the last five years.

The Warburtons Gluten Free range now includes 15 products, including wheat and milk free items, providing more options to consumers.
Products within the range include a selection of gluten free breads, wraps, sandwich thins, and crumpets.

Chris Hook, free from director at Warburtons, said: “Our new brand identity is bold and distinctive, carrying a clear gluten free message and the iconic Warburtons logo and colouring.

“We hope that the orange will improve stand out on shelf for our products so that consumers can find them more easily on a very busy fixture.

“Most importantly, this reinforces our commitment to the free from sector as we continue to invest in expanding and improving our gluten free offering.”

Products including the crumpets and tiger bloomer have already changed over to the new packaging, and other products will follow suit over the coming months.