Dr Schär, the Italy-based gluten-free group, has revamped the bread lines it sells in the US, changing recipes and packaging and adding new lines to the range.
The company has launched Artisan Baker, bread containing so-called ancient grains, including buckwheat and quinoa. Artisan Baker white and multigrain breads have replaced Dr Schär's existing white and multigrain lines.
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Artisan Baker bread have a four-month shelf-life. It retails for a SRP of $5.99, which Dr Schär said was "a good consumer value given its premium ingredients".
The bread is being sold in mainstream US retailers including Walmart and Hy-Vee, as well as natural food chains like Sprouts Farmers Market.
Roberto Cruz, director of marketing at Dr Schär's US business, said: "The Schär target consumer believes that today’s gluten-free bread can deliver more than the standard mainstream products they grew up with; which are over-processed, lacking the nutrition they need for themselves and their family. They are willing to pay more for nutritious bread, made with craft rather than on a factory assembly line. They trust a smaller, European gluten-free company that uses an artisan approach to bake – rather than produce – a wholesome, nutritious, dependable bread."
The US gluten-free bread category accounts for around 35% of Dr Schär's sales in the US. The company is Europe's largest gluten-free supplier, with its namesake brand the largest in western Europe, according to Euromonitor data.
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