Warbutons aims to double its free-from sales during 2013 with a view to becoming the largest brand in the growing free-from sector.

As part of this drive, the company is rebranding its line-up of gluten-free and wheat-free products, which will be grouped under the Newburn Bakehouse brand.

Warburton’s is currently the second-largest UK free-from player and the group said that the relaunch is expected to help drive growth through “diversification” and “innovation”.

“We have set some ambitious targets for the Newburn Bakehouse range, including being available in all UK multiples, offering a broad choice of quality gluten-free and wheat-free foods in all food sectors, and expanding the range of outlets the products are available in,” Chris Hook, free-from director at Warburtons, commented.

The Newburn Bakehouse range will include gluten-free and wheat-free brown and white bread and rolls, muffins, spiced loaf and teacakes.

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