Italy-based gluten-free firm Dr Schär has launched a quiche product in the UK, a first, it claimed, for the category in Europe.

The company this week introduced a frozen quiche under its DS-Gluten Free brand into UK retail stores.

"We are thrilled to be the first company to market gluten free quiche in grocery retail in the UK and in Europe. We've worked hard to develop a recipe that is as close to a mainstream quiche as possible. For many people who follow a gluten or wheat free diet, quiche has probably been off the menu for a number of years," DS-Gluten Free retail brand manager Emma Herring said.

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DS-gluten free expands frozen range with first gluten free Quiche Lorriane

UK retail brand leader DS-gluten free1 is delighted to introduce Quiche Lorraine to their frozen portfolio in direct response to consumer demand.

Research conducted with the DS-gluten free consumer base found that quiche was the most sought after product that consumers wanted to see available in a gluten free format.2

A first for the ‘free from‘ market, the single person portions developed specifically for the UK market, are filled with smoky bacon, Cheddar cheese and set in a delicious short crust pastry case.

Tesco is the first supermarket chain to list the picnic favourite which is suitable for all people who have been diagnosed with coeliac disease, wheat allergy/intolerance or gluten sensitivity. All major stores across the UK will hold stock from 8 April.

DS-gluten free is the brand leader in the gluten free frozen sector, commanding an impressive 33% market share.1 Emma Herring, Retail Brand Manager of DS-gluten free, comments: “We are thrilled to be the first company to market gluten free quiche in grocery retail in the UK and in Europe. We’ve worked hard to develop a recipe that is as close to a mainstream quiche as possible. For many people who follow a gluten or wheat free diet, quiche has probably been off the menu for a number of years and this serves as another demonstration of our ability to use our expertise to bring high quality, great tasting favourites back on the table.”

The launch of the open-faced dish will be supported by a variety of above and below the line marketing activities including trade and consumer PR support. Print advertising will carry the strapline, “Our speciality, putting your favourites back on the table” and will first appear in Coeliac UK’s member magazine, Crossed Grain. DTC activities include a mail shot to 50,000 existing DS-gluten free customers to inform them of the launch along with money off coupons to encourage product trial. A second money off initiative will run at Tesco till points where clubcard customers who have demonstrated previous gluten free purchase behaviour will be issued with a money off coupon.

DS-gluten free is also including the Quiche Lorriane in their ‘try me free’ facility through their website. After registering details, customers can recover the cost of a DS-gluten free purchase by sending in their receipt. The ‘try me free’ facility is accessible through the DS-gluten free website –dsglutenfree.co.uk – and hopes to address the reluctance that many people may have in trying gluten free products, due to the difference in product taste when compared to the mainstream equivalent.

Tesco last year selected DS-gluten free as their lead branded supplier of gluten free frozen products, a testament to the great tasting product portfolio. The frozen range also includes: Shortcrust Pastry, Lasagne and Tortellini Ready Meals, Salami Pizza, Cornish Style Slices and Chicken & Mushroom Pie.

 

Original source: Dr Schär