Household favourites go gluten-free
Vogel’s and Ernest Adams are offering gluten-free options in a boost to those with coeliac disease and other intolerances.
The burgeoning market for gluten-free products has just received a big name injection as Kiwi favourites Vogel’s and Ernest Adams jump on the bandwagon.
Parent company Quality Bakers’ new dedicated gluten-free bakery officially opened in Huntly this month and is already running 24 hours a day to keep up with demand.
Roger Gray, managing director of Quality Bakers, has been overwhelmed by the quick response from customers.
“The products have been in supermarkets three weeks and we are struggling to keep up with demand,” said Mr Gray.
“We were expecting to do 6500 units of the Vogel’s gluten-free bread per week – we’re now selling in excess of 10,000 units and the Ernest Adams products are following the same lines.”
Quality Bakers has spent the last 18 months researching the gluten-free market and developing the recipes to provide a more mainstream alternative to boutique products.
Consumer research invariably indicated that people with gluten intolerances wanted to feel normal when it comes to food choices.
“We heard from a woman who can finally send her daughter to school with sandwiches that look just like the other children’s,” said Mr Gray.
Quality Bakers has invested more than $2 million in the new specialised bakery in Huntly, north of Hamilton, which will employ 24 staff.
The prevalence of coeliac disease and other gluten intolerances has risen consistently in the last 10 years in New Zealand after increased public awareness and diagnosis.
For those with an intolerance, eating gluten, which is found in wheat, barley, oats and rye, causes the body to produce antibodies which damage the lining of the small intestines and make it impossible for the body to absorb vitamins, minerals and other nutrients from food.
In New Zealand it is estimated that some form of gluten intolerance affects up to 1 in 100 of the general population.
Mr Gray said the Vogel’s gluten-free bread range would retail for between $7 and $7.99.
The Ernest Adams range features gluten free versions of many family favourites like raspberry slice, chocolate brownie and lemon cake. These will retail for about $6-$6.99.
