Private Label

Système U Launches Private Label Gluten-Free Beer

By Publications Checkout
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French retailer Système U has launched a private label gluten-free beer, which carries organic certification, reports Rayon Boissons.

The new beverage, Bière Blonde Pur Malt, will be available in 33cl bottles, or in a box of six 25cl bottles, and has an ABV of 5.5%.

Gluten-Free Brewing

The product is brewed by the same method as the gluten-free Grain d’Orge beer that was launched in France two years ago by the brewery Goudale, which uses enzymes to remove the gluten during the brewing process.

Système U recently scrapped its premium private label line Bien Vu as a result of falling sales figures. The products that appeared under the brand are now sold under the grocer’s more generic line Madrange.

© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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