Doves Farm, the gluten free premium food producer has unveiled FREEE by Doves Farm, the new home of its free-from range, following an investment of over £3 million. FREEE by Doves Farm offers consumers a clear distinction between the two core pillars of the business: the traditional organic, wheat containing products, and the gluten free and free-from range under the new brand name FREEE. Each area of the business has its own dedicated staff and separate production facilities.
While the products have not been re-formulated, the introduction of FREEE by Doves Farm incorporates a new brand name and logo, that conveys the feeling of freedom to choose natural food without worrying about allergens, such as gluten. Alongside this will sit a brand-new website, featuring the same high-quality products that consumers know and love.
Commenting on the launch, co-founder of Doves Farm, Clare Marriage said: “We felt it was time to clearly define the two pillars of our business and invest in giving our free-from range its own home. Our new logo incorporates an additional bouncing ‘e’ in FREEE that offers a sense of feeling free again.
“FREEE by Doves Farm believes in choosing naturally gluten free raw materials, for example, we would never use HPMC (hydroxypropyl methylcellulose). We do this by offering great products that never compromise on taste and are all clearly labelled for the consumer.”
FREEE by Doves Farm features 65 products including flour, pasta, breakfast cereals, cookies and flapjacks, with three new lines added to the flour sack range; 16 kilos of Millet, Quinoa and Teff Flours. In addition, two brand new products have been added to the range; Gluten Free White Bread Mix and Gluten Free Pizza Base Mix. Free from gluten, milk, peanut, egg and soya, both products allow consumers to bake with ease, with the addition of simply two ingredients; oil and water.
The FREEE by Doves Farm website – which goes live in May, aims to simplify online shopping with information for allergen aware individuals and households. In addition, the brand introduces new social media handles across Facebook, Twitter and Instagram – @FreeeFoods to create a free-from specific platform for its large online community. Products will start to appear on shelf and online from May onwards, with the new brand formally introduced to customers at the Allergy and Free From Show in July.