Tesco extends listing for Feel Free For Gluten Free mini donuts

Feel Free For Gluten Free’s mini donuts are to become more widely available in Tesco stores, as the supermarket extends the listing to 646 stores from this month.

The Yorkshire-based free from food brand launched its gluten free mini donuts in 250 Tesco stores in September 2015.

The mini donuts, which are sold frozen in packs of 10, outsold other frozen free from products at launch and have continued to be popular which free from consumers.

The extended listing with Tesco will delight people with coeliac disease and others who follow a gluten free diet as it becomes easier to find Feel Free’s mini donuts in Tesco superstores, Tesco Extra stores and seven Tesco Metro stores.

Sally Allister, managing director of Feel Free For Gluten Free, said: “We developed our mini donuts exclusively for Tesco and to say that they have been popular is an understatement. We’ve been delighted with the feedback we’ve had from Tesco shoppers who appreciate being able to pick up a product they can enjoy with their families as an occasional sweet treat.

“We launched the mini donuts in 250 Tesco stores. On average stores have been selling around 10 units per week, which has exceeded our expectations and has seen our mini donuts outselling other frozen free from lines. Overall turnover on this line is now in excess of £400,000.

“Beyond these 250 stores, many shoppers have been asking their local stores to list them. It’s wonderful that Tesco has listened to customer feedback and we’re delighted to be supplying over 600 stores from this month.”

Feel Free For Gluten Free’s donuts are currently made at the brand’s own manufacturing site in Worthing. Production will next month move to Selby, close to the business’s head quarters, where Feel Free are opening a site dedicated to their gluten free donut production.

Feel Free For Gluten Free raised the funding for the new site through a hugely successful crowdfunding campaign late in 2015 which attracted investors to become involved with this growing free from brand.

The site in Selby only makes products free from gluten and wheat, offering reassurance to consumers that Feel Free’s donuts are made without risk of cross-contamination with gluten containing ingredients.

Feel Free’s mini donuts are sold in the free from frozen section for £1.50 for a box of 10 mini donuts.