GLUTEN-free baked goods are on the rise under the watch of Prewetts, and the brand specialising in free-from biscuits and cookies has given its family favourites range a facelift which it reckons will improve stand-out on shelf.
Packs across the three-strong family favourites range have been given a new design, with flavours Jammy Wheels, Digestive Biscuits and Milk Choc Digestives now boxed in bright colour-coded packs.
The new packs also feature key product information in eight different languages, as Prewetts targets the European market.
Prewetts’ packaging revamp follows the launch of a new gluten-free mini-biscuit bag format targeted at families.
David Wood, business improvement director for Northumbrian Fine Foods, the firm behind Prewetts, was positive about the brand and the free-from category’s prospects.
“We have experienced an excellent year of trading with new product launches, range extensions and growing consumer demand in the free-from sector, helping to fuel this expansion,” he said.
“We have embarked upon a dual strategy of supplying biscuits and cookies in the free-from category that replicate the mainstream offerings, as well as developing exciting new flavours.
“Everybody loves to eat biscuits and cookies, so for the retailer, the free-from sector has real scope for growth.
“One of the key changes over the last few years is that purchasing in the free-from category has become a lifestyle choice for an increasing number of people, rather than just as a necessity because of an allergy or gluten intolerance. This has helped make gluten free a much easier purchasing option for consumers.”
