UK baker Warburtons has revealed details of its upcoming gluten-free range.

As just-food reported last month, Warburtons is looking to enter the fast-growing category with a new line of products.

The company said the range, to be launched in January, responds to the “increasing customer demand for quality gluten-free bakery products that do not compromise on taste and texture”.

Warburtons said the move will make the company the first branded baker in the UK to enter the free-from bread category.

To support the launch, Warburtons will be running a marketing campaign across the consumer press, digital and experiential activity and a “partnership” with a mystery celebrity. It will also be rolling out trial initiatives including price promotions, product sampling and coupons.

Warburtons commercial development director Jason Uttley said: “Over the last few years we have received a large number of calls from consumers asking us for a gluten-free Warburtons product. We’re therefore delighted to offer them a high-quality, great-tasting gluten-free range of products, giving them a much greater choice when shopping the free-from category.”

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The range will include 400g white and brown loaves, with a RSP of GBP2.49 (US$3.88); 600g white and brown loaves with a RSP of GBP2.89; packs of three white or brown sub rolls with an RSP of GBP1.99; and packs of four teacakes or four crumpets, each with an RSP of GBP2.19.