UK gluten-free business Mrs Crimble's has launched a range of products targeting consumers wanting healthier products that contain no gluten.
The Gluten Free… and Good For Me line initially contains two sets of products – pasta with sauce and cereal bars.
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"Gluten free diets have been linked with weight gain as manufacturers tend to replace gluten content with sometimes calorific binding ingredients, upping the fat or calorie content," Claire Ramsey, director of marketing, said.
"Gluten Free… and Good For Me will be used to position products that offer positive benefits as well as being gluten free. Therefore, all products within this family will have one of a selection of claims that could contribute to a healthy, balanced diet – that could be low fat, high fibre, a calorie counted portion or the addition of nuts, seeds or fruits."
The company has secured listings with Tesco and Musgrave Group in Ireland. In the UK, Ramsey said wholesalers including Suma and The Health Store had "committed" to the range. She added: "We’re still working on our initial listings for the founding product ranges and we are confident of a major supermarket listing soon."
Mrs Crimble's core namesake range will remain on sale. Ramsey said there were no plans to reformulate those products. "Some of our more indulgent recipes are treats to be enjoyed occasionally. We’ll continue to listen carefully to our consumers and respond to their needs, but first and foremost our products have to be delicious to pass our rigorous tasting panel."
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