Tooru plc launches OAF, expands free-from food range

LONDON - Tooru plc, a health and wellness company, has announced the launch of a new brand called OAF by its subsidiary Juvela, a leading gluten-free producer. OAF debuted this week in Tesco (OTC:TSCDY) stores with a selection of four bakery products designed to appeal to health-conscious consumers within the free-from food category.

OAF is positioned to attract a wider range of shoppers seeking healthy alternatives, while Juvela will maintain its focus on gluten-free products for coeliac disease patients through prescription services. The launch is supported by a recently developed allergen-free bakery located in South Wales, which is expected to enhance the company’s production capabilities.

The new brand aims to differentiate itself from other gluten-free offerings by using a unique wheat starch that has had the gluten removed, making it suitable for those on a gluten-free diet. This process, traditionally reserved for prescription coeliac bread, is now being made available to a broader market, including individuals who avoid gluten for lifestyle reasons.

Scott Livingston, CEO of Tooru, highlighted the opportunity to engage with younger, health-conscious consumers who often perceive gluten-free products as inferior to traditional bread. Livingston expressed the company’s goal to revitalize the retail free-from space with OAF’s dynamic branding and high-quality products that deliver on taste and texture.

The introduction of OAF is part of Tooru’s strategy to expand its presence in the growing free-from product category and to offer consumers innovative alternatives that do not compromise on flavor or quality. The company’s investment in its new allergen-free facility and its emphasis on baking innovation are central to this initiative.

This news is based on a press release statement from Tooru plc.

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