Gourmet gluten free brand wins over free-from buyers

Hale & Hearty Foods, new wheat and gluten free champions, have reached top notch distribution for the first quarter of 2010. Three months after the brand’s nationwide launch in Waitrose with 8 SKU’s, Hale & Hearty has now secured distribution in over 1000 stores with further listings confirmed in Sainsbury’s, Tesco’s as well as Booth’s.
With currently over 18 in the range, offering a broad spectrum of products for the free-from consumer, Hale & Hearty is keen to offer buyers a one-stop shop to gluten and wheat free for the category.
All Hale & Hearty’s products have a distinct appeal because of exceptional taste and their nutritious ingredients list that compare so favourably to mainstream gluten free available on the market. Matthew Jones, free-from buyer at Waitrose comments: “Hale & Hearty has managed to raise the bar of gluten-free food”
The product offering is premium in taste while remaining affordable for the consumer. Included in the range are grocery essentials for the free-from shopper like cereals, gluten free porridge oats, dried pastas, savoury and sweet snacks and an impressive range of baking mixes and unique kitchen cupboard essentials like gluten free breadcrumbs; popular with kids, families and experimental cooks.
Being a coeliac himself, the founder and MD, Christian Konig is very clear on the company’s vision as he comes from a family of coeliac’s and intolerants who are faced daily with the challenges of shopping in the free-from category. “We wanted to create a friendly, wholesome brand that represented good quality, great tasting food along with strong home values. I believe that free-from products can taste and look as good as regular food and we apply this principal to all new products that we develop.”

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