Swiss retailer Migros has introduced a new quinoa bread for coeliacs as part of its ‘aha!’ free-from private label range.
The new product is the retailer's first gluten-free bread on its fresh bread rack. The product is vegan, wheat- and lactose-free, provides valuable fibre and is 100% suitable for coeliacs, according to the retailer.
It is produced by the bakery company Jowa, at its gluten-free production facility in Huttwil.
Ready To Eat
Unlike many other gluten-free breads, the bread is ready to eat straight out of the package, as opposed to customers having to bake or toast it beforehand.
The retailer said that the bread is deliberately baked in a box shape so that it retains its moisture for as long as possible.
“We aim to make gluten-free breads just as enjoyable and tasty as regular bread and with our new quinoa bread, we have achieved this,” said Tanja Staub, gluten-free product group manager at Jowa.
High-Quality Ingredients
The retailer promises a 'fresh tasting bread', due to the use of high-quality ingredients such as quinoa, pumpkin seeds, sunflower seeds and flaxseed.
The aha! label range covers products which cater to certain intolerances or allergies, as recommended by the Swiss Allergy Centre.
Migros has been working with the allergy centre for over ten years and has expanded its aha! range to over 185 products in the food, personal care and hygiene sectors.
About 1% of Swiss people suffer from coeliac disease, which is an autoimmune reaction to gluten, a protein found in various cereals, such as wheat, rye and barley.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Kevin Duggan. Click subscribe to sign up to ESM: The European Supermarket Magazine.
