The new bakery has opened at Juvela’s allergen-free facility in Wales, equipped with “state-of-the-art” technology.
This development will support the launch of OAF, a gluten-free bakery brand, under which the firm’s retail range will be marketed moving forward.
Simultaneously, the Juvela brand will maintain its status as a leading provider for coeliac prescriptions.
OAF products hit Tesco shelves this week, debuting with a range of four SKUs.
The initial offerings include a 400g White Softie loaf (RRP £3.00), two 370g sourdough loaves (RRP £3.75), and a 220g two-pack of Pizza Base Slices (RRP £2.75).
Unlike many gluten-free brands that often utilize rice flour, OAF and Juvela products feature a specially formulated wheat starch from which gluten has been removed. Previously, this innovative process was primarily employed in prescription coeliac breads. Now, OAF is set to broaden its appeal to a larger customer base.
“Gluten-free consumers—especially younger, health-conscious individuals—often feel disconnected from available brands, perceiving them as inferior to conventional bread,” stated Matthew Cain, head of sales at Juvela and OAF.
“This creates a significant opportunity to engage this demographic with a vibrant, characterful brand that resonates with them. Our product innovation will showcase how delicious and convenient gluten-free bread can truly be.”
“By blending Juvela’s legacy of quality and craftsmanship with OAF’s dynamic brand personality, we aim to inject new energy, relevance, taste, and enjoyment into the retail free-from sector, starting with a line of high-quality bakery goods in this rapidly growing category.”
Juvela was established in Sweden before entering the UK market in the late 1980s. Acquired by the Swiss Hero Group in 2006, it has since developed an extensive range of products tailored for people with coeliac disease.
The Hero Group also owns Deliciously Ella, which it acquired in September 2024 for an undisclosed fee.
