ANTONY WORRALL THOMSON LAUNCHES GLUTEN FREE MARINADES
Celebrity Chef and author Antony Worrall Thompson is launching five new gluten free marinades to supermarket shelves this summer.
The marinades are the second line from Antony’s new AWT Lifestyle Choices range.
Antony’s range has been launched in a big to target the growing Freefrom category and follow the launch of his yeast free and gluten free organic stock cubes earlier this year which have been embraced by Sainsbury, Waitrose and Tesco.
The Antony Worrall Thompson Gluten Free Marinades contain only natural ingredients and herbs and spices from around the world.
The range provides five different seasonings that aim to enhance home cooked dishes by tenderising and adding flavour to meat and vegetarian alternatives.
With no artificial colours, preservatives or flavours the marinades are convenient for barbecue, conventional oven and grilling methods and are marketed not only at people who need to exclude gluten from their diet but also to those who prefer to opt for a ‘free from’ day or two as part of their commitment to enjoying a healthier lifestyle.
The 200g sachets serve 4 to 6 people (SRP £1.59 each) and have simple packaging that hopes to achieve an on-shelf presence.
The new range includes:
- AWT Hot Mexican Marinade; a tomato based marinade stoked with cumin, cayenne, garlic and more. Suitable for vegetarians, vegans and coeliacs.
- AWT Spicy Tikka Marinade; Asian herbs and spices combined with tomato and garlic. Suitable for vegetarians and coeliacs.
- AWT Sweet & Smoky Barbecue Marinade; a combination of traditional herbs and spices including garlic, ginger and cayenne pepper with the addition of smoky paprika for an American barbecue taste. Suitable for vegetarians, vegans and coeliacs.
- AWT Mediterranean Tomato & Herb Marinade; a blend of Mediterranean herbs and spices with of white wine vinegar and tomatoes. Suitable for vegetarians, vegans and coeliacs.
- AWT Sweet Mint Marinade; a mint marinade sweetened with red bell peppers and tomatoes. Suitable for vegetarians, vegans and coeliacs.
Antony says of the new products:
“Whether it is the summer barbecue or a regular evening meal that needs a bit of spicing up, these marinades have been carefully developed to give a delicious gluten free alternative to conventional marinades.
Everyone needs a convenience ingredient from time-to-time and the freefrom category is an area that has had less choice than the mainstream aisles for some time now. I hope that consumers will embrace my marinades to enhance their cooking experience.”
First to list the marinades is Sainsbury (June 2010) where they will join the existing AWT Yeast Free and Gluten Free Stocks.
Sarah Crow, Marketing Manager for Sherriffs Foods Ltd says:
“This is an exciting step forward in our development of a wide range of high quality freefrom ingredients and food products that involve an element of preparation.
Our NPD is very active in this area as we rise to the challenge of providing innovative and interesting products that will help freefrom cooks to be creative and produce delicious meals in their home kitchen.”
The AWT Lifestyle Choices range will be supported with a comprehensive programme of promotions, consumer media relations and targeted advertising.
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