Doves Farm Foods has invested £4.5 million in a dedicated gluten-free cereal production facility at its Wiltshire site in a move which sees the company transfer production of its cereals from Italy back to the UK.
The plant will see the manufacture of the brand’s Fibre Flakes, Cereal Flakes, Corn Flakes and Chocolate Stars under recently reformulated recipes which are now free from milk as well as gluten and sit under the FREEE by Doves Farm sub-brand. The cereals also have a fresh new look.
“Consumer interest in both gluten-free breakfast cereals with added health and eco benefits and ‘buying British’ has risen massively in recent months
Manufacturing the cereals in the new plant ensures full control of production which eliminates risk of contamination and therefore the need for alibi labelling – meaning more people with specific allergies and diets can enjoy the cereals, explains the brand.
“Consumer interest in both gluten-free breakfast cereals with added health and eco benefits and ‘buying British’ has risen massively in recent months,” explains Clare Marriage, founder of Doves Farm Foods. “As a leader in the gluten-free breakfast cereal category and a family-owned British business, we are keen to grow our presence and impact in this area and know the new plant will give us the chance to do this, whilst allowing us to continue to offer great quality breakfast cereals that are now suitable for an even wider range of diets and allergy sufferers.”
