German retailer Kaufland has expanded its bakery range to include gluten-free baked goods in 13 outlets.
The products are also wheat-free, lactose-free, palm oil-free, and vegan, the retailer added.
Customers can choose between Sunday rolls, pretzels, multigrain rolls, as well as country and grain bread.
The products offered in the range are baked at the 100% gluten-free bakery of the Weizenfrei company in Austria and then deep-frozen and packed in a special baking foil to prevent contact with conventional baked goods.
In the Kaufland bakery, these frozen products are baked again before selling to customers.
The retailer will examine how the products are received by consumers and expand the range further, should they receive positive feedback.
The new range of gluten-free baked goods is available in select Kaufland outlets in Baden-Württemberg, Rhineland-Palatinate, and Hesse.
Gluten is kind of protein found in certain grains, such as wheat, barley or rye, that triggers reaction in people with gluten intolerance.
Many companies now offer food items that are free-from gluten to cater to consumers under this category.
Scope Of Expansion
The testing of gluten-free products gives the retailer scope to expand its range of products and add more locations where customers can purchase these goods.
The retailer has previously introduced products in the 'free-from' category, such as vegan meat SKUs.
Currently, Kaufland operates over 1,200 stores in Germany, as well as across the Czech Republic, Slovakia, Poland, Romania, Bulgaria, Croatia, and Moldova.
Kaufland is a German hypermarket chain and part of the Schwarz Gruppe, which also owns Lidl.
© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Conor Farrelly. Click subscribe to sign up to ESM: The European Supermarket Magazine.