Launch of OAF by Juvela

Tooru, a company focused on the health and wellness sector, is pleased to announce that Juvela, the Company's leading gluten free producer, has launched a new brand and range, supported by a state-of-the-art new allergen-free bakery, to expand its sales in the Free-From category.

The new brand, "OAF", is designed to attract a broader healthy foodie shopper in the Free-From aisle. OAF will operate as the Company's strategic retail-facing range, whilst the Juvela brand will continue to occupy its position as a leading coeliac prescription-led offer.

OAF has gone live in Tesco stores this week, with a four-product lineup that deliver real bread texture, taste and nutrition. OAF leverages Juvela's 30-year history as a founding UK pioneer of gluten free foods. The new brand will benefit from recent investment in the Company's new allergen-free site, in South Wales, and Juvela's unrivalled baking innovation in gluten free.

Unlike other gluten free brands, which tend to use rice flour, OAF and Juvela products are made using a specially formulated wheat starch with the gluten removed, meaning it is completely safe for a gluten free diet whilst making the taste and texture as close to conventional bread as it gets. Until now this unique process has mainly been used in prescription-coeliac bread offers, but OAF's mainstream brand proposition will open this innovation up to a broader healthy foodie, who may be omitting gluten for lifestyle choices, as well as coeliac consumers.

Scott Livingston, CEO said:

"Gluten free consumers - especially the younger, health-conscious segment - aren't connecting with brands on the shelf, perceiving them as second best to conventional bread. This presents a massive opportunity to engage this audience with a vibrant, characterful brand that resonates with them, whilst showing how tasty and simple gluten free bread can be through our product innovation.

By combining Juvela's well-established quality, craft and expertise with OAF's vibrant brand personality, we're on a mission to inject new energy, relevance, taste and enjoyment to the retail free-from space, starting with a line of high-quality bakery goods, in the fastest growing areas of the category."