FRIA DEBUTS AT ALLERGY & GLUTEN-FREE SHOW 2011

Kanelbulle - wonderfully rich and sweet cinnamon buns from Fria

FRIA, Sweden's most successful, award-winning gluten-free bakery and the market-leader in the Scandinavian countries, has responded to UK consumers' demand for its products by making its debut at this year's Allergy & Gluten-Free Show at London's Olympia (6^th - 8^th May 2011 - stand 117) On the eve of the show, FRIA is also excited to announce that it will now distribute its highly sought-after gluten-free bakery range online in the UK through GFF Direct (Gluten-Free Foods Direct).

Family-owned and operated, Fria was founded  in Sweden in 1996, by Lena and Gunnar Adås.  Now established as the biggest and most successful in its market, that success has led to a recent expansion into the Netherlands and Italy.  Fria's first foray into the UK market was via the highly popular Swedish food trials during January and February 2011 at John Lewis Foodhalls from Waitrose, Oxford Street and Bluewater, Kent and since then UK consumer demand has soared.

With its dedicated gluten and dairy-free facility, Fria uses its own unique flour blend to assure delicious results and, to guarantee product safety and quality.  Raw ingredients and finished products are continually checked in the bakery and the lab and the range is fresh-baked then frozen.  

Freezing the 
Fria products means they stay fresh longer and create less waste for the consumer, which seems to be one of the key factors highlighting the company's new-found success in the UK according to Anders Nilback, Marketing Director and Head of Export at Fria, “Fria also continually strives to improve the lives of people with gluten intolerance by providing delicious, nutritious baked goods.  So far we've been selling three different types of gluten-free bread in the UK but we're responding to the demand for our cakes, buns, muffins and a larger selection of fibre rich breads so we plan to let people taste a wider selection at the Allergy & Gluten Free Show and we're also excited to announce that UK consumers will be able to buy our products online through GFF Direct”.

Commenting on the new move to provide Fria's delicious range online to the UK, Sally Allister, GFF's director said:  “We strive to ensure that we offer a wide variety of high quality products to our online customers. The Fria range has been well received in the UK in recent months – we are pleased to be adding a selection of their products to our range."

Visit Fria at stand 117 at the Allergy & Gluten Free Show.

http://www.fria.co.uk

http://www.gffdirect.co.uk

Follow Fria on Facebook: http://www.facebook.com/#!/pages/Fria-Gluten-Free/148382048546519