Irish free-from baker BFree is to enter the UK market after securing a listing with Asda.

The BFree brand, which is currently available in Dunnes, Tesco, Musgrave and BWG stores across Ireland, will now be available across 434 Asda stores from 22 April.

Go deeper with GlobalData

Go deeper with GlobalData

The gold standard of business intelligence.

Find out more

Discover B2B Marketing That Performs

Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.

Find out more

BFree said it will enter the market with the launch of the “first ever wheat free, gluten free, dairy free, egg free and high fibre, 99 calorie multigrain wrap”.

The brand, which is 12 months old, comprises a range of fresh and frozen wheat-free, gluten-free, dairy free bakery products. BFree claims the range has the lowest fat content of 1.5% and are high in fibre and have the lowest calorie breads in the free-from market at 60 calories per slice.

Just Food Excellence Awards - Nominations Closed

Nominations are now closed for the Just Food Excellence Awards. A big thanks to all the organisations that entered – your response has been outstanding, showcasing exceptional innovation, leadership, and impact.

Excellence in Action
Winning five categories in the 2025 Just Food Excellence Awards, Centric Software is setting the pace for digital transformation in food and FMCG. Explore how its integrated PLM and PXM suite delivers faster launches, smarter compliance and data-driven growth for complex, multi-channel product portfolios.

Discover the Impact