FRIA PROVES A UK HIT

Swedish food trials whet UK appetite for Fria's gluten-free products and The Allergy & Gluten Free Show marks launchpad for UK expansion plans.

Following the highly popular Swedish food trials during January and February 2011 at John Lewis Foodhalls from Waitrose, Oxford Street and Bluewater, Kent, public demand means that Scandinavian gluten-free market-leader Fria's breads will continue to be sold in both flagship stores.

The Swedish food trials marked Fria's first foray into the UK market and consumer reaction to the products has been so positive, Fria has confirmed it will participate in the increasingly popular Allergy & Gluten Free Show at Olympia from 6th - 8th May this year.

"One of the key factors highlighting Fria's new found success here in the UK seems to be that the products are freshly baked then frozen, and many consumers have been impressed by the convenience as well as the fact the bread stays fresh for longer and creates less waste", explains Anders Nilback, Marketing Director and Head of Export at Fria.

Commenting on the news that Fria will be at The Allergy and Gluten Free Show in London this Spring, Nilback added, "At the John Lewis foodhalls trials we've been selling three different types of gluten-free bread but the consumer demand for our cakes, buns, muffins and a larger selection of  fibre rich breads is high, so we plan to let people taste a larger selection of our products at the Allergy & Gluten Free Show."

Fria is the largest, award-winning, gluten-free bakery in Sweden, and they are the market leaders in the Scandinavian countries. Fria also recently launched in the Netherlands and Italy.

Fria is family-owned and operated by Lena and Gunnar Adås. Fria was established in 1996 and has become the biggest and most successful gluten-free bakery in Scandinavia. Fria’s products are baked in a dedicated gluten- and dairy-free facility using their own unique flour blend to assure delicious results. In order to guarantee product safety and quality, raw ingredients and finished products are continually checked in the bakery and the lab. Once baked, Fria's products are frozen to retain their fresh-baked flavour and texture. 
Fria strives to increase awareness of the gluten-free market, and improve the lives of people with gluten intolerances by providing delicious, nutritious baked goods.

Information about the Allergy & Gluten Free Show: www.allergyshow.co.uk

Information about Fria: www.fria.co.uk