Relaunching Glutafin’s Bread Range with Authentic Bakery Values
The Problem
Glutafin, a family-run gluten-free brand with over 30 years of expertise, relaunched its bread portfolio in 2016, improving recipes and introducing new products:
Gluten Free Select Fresh Seeded Loaf
Gluten Free High Fibre Loaf
The challenge was scepticism. Diagnosed coeliacs often doubt prescription bread claims, seeing them as “factory-made” and poor tasting. Glutafin needed to elevate perception, showing its products as authentic, bakery-quality bread.
The Idea
We created the “Glutafin Bakery” platform, positioning the range around traditional bread-making values and authentic expertise. The brand story highlighted over 30 years of experience, quality ingredients, and craftsmanship, presenting Glutafin as true bakers, not just a prescription provider.
The Outcome
We launched an integrated campaign including:
Dedicated Glutafin Bakery website (glutafinbakery.co.uk)
Acquisition leaflets and targeted email campaigns
Themed creative emphasising bakers and authentic processes
Promotion of two new loaves and a new White Roll in March
+5% market share increase for long-life loaves
Improved performance in fresh loaves despite category decline
This campaign shows how you can bring creativity and authenticity to the forefront for real impact.
- Darren Low, Group CEO
FAQs
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What challenge did Glutafin face with its bread relaunch?
Consumer scepticism towards prescription breads, often perceived as factory-made and poor tasting.
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What was the creative solution?
The “Glutafin Bakery” platform, highlighting traditional bread-making values, expertise, and authenticity.
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What campaign activities were delivered?
A dedicated website, acquisition leaflets, targeted emails, and themed creative promoting new loaves and rolls.
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What results did the campaign achieve?
A 5% uplift in market share for long-life loaves and improved performance in fresh loaves despite a declining category.