Free-from brand to make UK retail debut

07 March, 2013

BFree secures listing in Asda stores

Irish free-from bakery brand BFree has just secured its “first significant retail listing” in the UK, with a launch in 434 Asda stores this April.

The firm, founded by Ronan McNamee, the founder of Cuisine de France, was established one year ago, and will launch a high-fibre, 99-calorie, wheat-, gluten-, dairy- and egg-free multigrain wrap into Asda stores in the UK.

It has already secured listings in major multiples in Ireland including Dunnes Stores, Tesco and Musgrave, and says it is now set to enter the UK retail market.

Last year it began supplying the UK foodservice market through 3663.

The bakery has also been trialling temporary pop-up shops. The most recent one opened in Dublin last month, for three weeks and featured a clinic, where consumers could book a free consultation with a qualified nutritionist.

The brand is also understood to be in talks with Ocado, and has been encouraging its followers on Twitter to campaign for the brand’s listing in their local supermarkets.

The company said the BFree brand came about following extensive research into what was available, in terms of free-from bakery products, in both Europe and North America, with a view to creating a step-change in current offerings.





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