With the U.S. launch of Promise Gluten Free, consumers looking for celiac-safe breads will no longer be restricted to the freezer aisle or required to choose between tasteless loaves without structural integrity or more flavorful and chewy options that are also higher-fat and -sugar.
The line includes a white bread, multigrain loaf and a chia and millet option.
Promise Gluten Free is based in Ireland and has long sold its products in the United Kingdom and Australia. It is just now starting to sell in the United States. Products are available in Safeway/Albertsons in Washington state and in Shaw’s in Boston. Company officials said they are in talks with Whole Foods and Safeways in other areas of the United States.
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