Prewett’s has launched a new ‘Enrobed’ range to help retailers meet the growing demand from consumers looking for more indulgent gluten free biscuits.
Two flavours have launched initially, ‘Enrobed Vanilla Creams’ and ‘Enrobed Orange Creams’. All about indulgence, two chocolate biscuits are enrobed in thick Belgian milk chocolate, with a flavoured cream centre.
The new range will fill a gap in the market for gluten free sandwich biscuits, giving consumers a wider choice of free from alternatives to popular sweet treats. Currently, the sandwich biscuit category has 10 per cent market share in standard biscuits. There has also been as increase in demand for in-home snacking, especially since shoppers are restricted in their movements due to lockdown restrictions, so consumers are looking for taste, indulgence and comfort over anything else.
Waitrose will be the first major retailer to stock Enrobed Vanilla Creams (RRP £2.29). Within the 192g pack includes six biscuits, and the range will be available in 123 stores from Monday 23 November 2020.
Neil McAndry, managing director of Northumbrian Fine Foods which manufactures Prewett’s, said: “After successfully launching free from ‘Enrobed’ sandwich biscuits into the Private Label market, we understood there was an obvious opportunity in the market for these lines to be developed for the Prewett’s brand.
“2020 has seen a significant trend in indulgence and flavour, which are two key characteristics of ‘Enrobed Vanilla Creams’ and ‘Enrobed Orange Creams’. Demand for sandwich biscuits is also high on the consumer agenda, which again is reflected in the new products. Waitrose saw the opportunity to modernise and meet consumer trends by including indulgent products into their free from offerings.
“We’re excited for shoppers to experience great taste, feel special, and indulge in the new biscuits.”
Waitrose will be expanding its range of Prewett’s products further by adding ‘Cookie & Cream’ sandwich biscuits (142g pack which includes eight biscuits) to its free from range. Also from Monday 23 November 2020, Cookie & Cream (RRP £1.89) will be available in 208 stores. These new listings will be on shelf alongside other Prewett’s items in Waitrose; Jammy Wheels, Dark Chocolate & Ginger cookies, Chocoful and Milk Choc Digestives.
Further product development in line with changing market demand in the free from sector has seen Prewett’s launch another new range of vegan cookies. ‘Vegan by Prewett’s’ are gluten free and milk free cookies, with both a mid-tier and a premium range. Flavours include favourites from chocolate to flapjack-inspired cookies, as well as some using superfood ingredients. This new range has been created in response to the growing demand for a wider variety of vegan products for both vegans and non-vegans.
The Vegan by Prewett’s range is available now to be stocked by retailers in time for Veganuary.
Free from biscuit specialist Northumbrian Fine Foods (NFF) is the manufacturer behind well-known free from brand Prewett’s. As well as manufacturing all Prewett’s products, NFF is a leading own-label supplier to the retail sector and manufactures 95% of the gluten free sweet biscuit and cookie market.