Mornflake launches gluten-free line in UK

UK cereal maker Mornflake has developed a gluten-free oats range in a bid to tap into growing interest in the category from mainstream consumers.

The company has launched three lines: Jumbo and Classic porridge oats, plus its “speciality” Pinhead Oatmeal.

Marketing manager Richard Jones said: “We are delighted to offer Mornflake’s unrivalled quality and value to gluten-free consumers, with a unique range that opens up new consumption occasions and appeals to a broader market, as more people avoid wheat for general health, rather than solely a clinical Coeliac diagnosis.”

A Mornflake spokesperson said the company is in talks with the UK’s major retailers over listings but said the products were “rapidly gaining traction” with independent retailers.

The company said the products had RSPs ranging from GBP2.99 (US$4.53) to GBP3.99 for a 500g to 750g pack.