Honeyrose Bakery goes gluten-free

UK-based Honeyrose Bakery has become a gluten-free brand and introduced a new range of products, with plans to extend into further free from categories.

“We began focusing on gluten-free back in 2009. We then acquired Kent & Fraser in 2015, our other dedicated gluten-free brand, which accelerated our expertise and focus in gluten-free, and expanded us into savoury too,” explains founder and MD Lise Madsen.

“We decided that Honeyrose was well suited to go gluten-free because both gluten-free and organic consumers share the same concerns about what they put in their bodies.”

The new range, which was unveiled at the Natural & Organic Products Europe trade show in London earlier this month, is available from Ocado, selected wholesalers and retailers across the UK, as well as through the company’s website.

Honeyrose has also added impulse formats (25-55g) to its range as well as products with a longer shelf life.

Madsen adds, “We have lots of product development plans into further free-from categories, adding super foods, using less and more natural sugars, and going further into snacks and impulse offerings. We have innovated some portion-control two-bit wonders, our new Mini’s, at about 100 calories.”