Roll up, roll up for new Warburtons Gluten Free Square Rolls

Warburtons Gluten Free adds two new, square shaped, sandwich rolls to its range

Warburtons, the UK’s number one bakery brand, has introduced two brand new additions to its Gluten-Free range; a pack of 4 Super Soft Sliced Square Rolls, and 4 Soft Sliced Brioche Rolls.

Following the success of the launch of Gluten Free Toastie in 2020, the new rolls are the latest additions to the 11 strong range of existing Warburtons Gluten Free products which includes a Tiger Bloomer, Multiseed Loaf, Crumpets, Wraps and Sandwich Thins.

The square shaped rolls are produced and baked in a distinctive way to give a soft, moist roll with great texture which makes them great for holding substantial fillings. Super soft and pre-sliced, the rolls are practical and convenient and suitable for the whole family, making them perfect for picnics, BBQs or lunchboxes.

Gluten free rolls are a significant part of the Free From bakery market – accounting for 16.3% of total volume2. However, the area is underperforming and there has been little innovation in the rolls segment over the recent years so the two new products from Warburtons will provide consumers following a gluten free diet with more choice.

Chris Hook, Free From Director, at Warburtons said: “We definitely think we are on a ‘square’ roll with these new products being added to our gluten free range! It is important to us to be able to bring excitement and innovation to the Free From bakery category and provide consumers with a range of delicious products that cater to changing tastes and trends. These launches reinforce our commitment to the Free From sector as we continue to invest in expanding and improving our gluten free offering. Quality underpins everything that we do at Warburtons, and that really is no exception for our Gluten Free products.”

The Square Rolls will be available at Co-Op (12th April), Sainsbury’s (14th April) and Tesco (10th May) stores nationwide. The Brioche Rolls will launch exclusively into Co-Op stores on 12th April, with other listings to follow later in the year. The products will both launch with an RRP of £2.50.