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FRIA, Sweden's favourite gluten-free bread arrives in the UK

Press release -

FRIA, Sweden's favourite gluten-free bread arrives in the UK

Fria is the Scandinavian market-leader in gluten-free bread. From January 2011 the UK will be able to enjoy Fria’s delicious award-winning products in selected John Lewis foodhalls from Waitrose.

Once you try Fria, you’ll realise what you’ve been missing from other gluten-free breads!

Fria is an award-winning, family-owned bakery based in Sweden. Since it was established in 1996 it has become the biggest and most successful gluten-free bakery in Scandinavia. All Fria products are baked in a dedicated gluten and dairy-free environment.

Everyone loves the smell of fresh-baked bread, but for many people the reality of eating ordinary bread and bakery products is not a carefree experience. Fria brings gluten-free bakery products into a whole new realm with their tasty, wholesome, healthy and satisfying range.

People with gluten intolerance, and those who simply choose to eat a  gluten-free diet are already enjoying Fria’s products across Europe, and now their products are coming to selected John Lewis foodhalls from Waitrose in the UK on the 10th of January 2011. Fria is taking part in a six-week trial of Swedish foods in John Lewis foodhalls from Waitrose in Oxford Street, London and Bluewater, Kent.

"Fria are delighted to be collaborating with the Swedish Trade Council, Waitrose and John Lewis and it's an honour to be part of this showcase of high quality Swedish food and drink. Fria has many fans worldwide and over the years, we've been contacted by a large number of people in the UK who have tasted Fria's breads, asking us when our products will be available in the UK. Now we can satisfy that demand, as well as reaching out to a whole new market", says Gunnar Adås, managing director and along with this wife Lena Adås, co-owner of Fria.

To sample Fria and learn more about its delicious gluten-free products, join us in the foodhalls at John Lewis Oxford Street on Friday 21st January and the foodhalls at John Lewis, Bluewater, Europe's leading retail and leisure destination on Saturday 22nd January 2011.

Fria's breads are freshly baked then frozen to maintain their freshness and can simply be defrosted at room temperature or popped straight in the toaster.

The following gluten-free Fria breads will be available in the freezer section at John Lewis foodhalls in Oxford Street and Bluewater, Kent, from January the 10th:

Grova - a best-seller among gluten-free breads. A fibre-rich, dark sliced sandwich loaf enriched with linseed and caraway seeds.

Vita - white, high-fibre sliced loaf. A favourite and perfect for toast or a sandwich.

Mini Baguette - the ideal roll for lunch, an afternoon snack or homemade garlic bread.

A spokesperson for Coeliac UK, the national charity for people with coeliac disease and dermatitis herpetiformis (DH) said, "We are delighted that the food industry is responding to the needs of the 1 in 100 people in the UK who has coeliac disease, an autoimmune condition caused by an intolerance to gluten, and we are always pleased to see new products being launched enabling those who have to have a gluten-free diet for life, a wider choice of products to enjoy.”

Gluten is found in wheat, barley and rye and triggers an immune reaction in people with coeliac disease. This means that eating gluten damages the lining of the small intestine. Coeliac disease is known to be a common condition that affects an increasing number of people in the UK.  There is no cure and no medication and the only treatment is a strict gluten-free diet for life.  Left untreated it can lead to infertility, osteoporosis and bowel cancer.

For further information about Fria, photographs, interviews and information about upcoming Fria events, please contact Fria's UK PR team:

Julia Jones, Tel: 07768 263279

Monika Agorelius, Tel: 07785 712186

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Monika Agorelius, CloseUp PR

Monika Agorelius, CloseUp PR

Press contact PR & Marketing Consultant +44 (0)7785 71 21 86

CloseUp PR is an independent PR consultancy agency, working primarily with film, music and plant-based food PR.

CloseUp PR offer a wide range of media consultancy services, including press releases, media relations, content production, photography, music, video and film productions, as well as social media management.

CloseUp PR's founder and managing director, Monika Agorelius, has a background as a journalist, editor, director, producer, having worked with magazines, newspapers, television and film productions companies all over the world.