Mainstream Company Rolls out Gluten-free Bread!
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May 7 2010

Mainstream Company Rolls out Gluten-free Bread!

When someone representing Nature’s Own contacted me last week, I assumed they were confused about what I write about. That has happened many, many times. Companies don’t pay attention and ask me to promote their gluten containing products. In this case however, Nature’s Own did know what I wrote about when they sent me the press release about the new gluten-free breads the company is test marketing in Atlanta, GA. That’s right – fresh – not frozen – not refrigerated – gluten-free bread is headed to Hotlanta! The breads will be at select Publix, Kroger and Wal-Mart stores in and around the Atlanta Metro area.

The Nature’s Own Gluten Free website should be live shortly, and a list of the stores chosen to participate in the test market will be listed there. At least that is what I was told. Needless to say, I’ll be headed to the nearest location to us on May 10th when the breads hit store shelves. So, by now you might be wondering (like I did) how in the world could gluten-free breads be stored on store shelves and not in coolers or freezers at the store.  Well, the breads are made in a bakery in Thomasville, GA and will be shipped up to stores several times a week. The shelf life is only five days so I’d assume it should be frozen if it’s not eaten in that time frame. According to the information I was given. the breads are made in a gluten-free facility even though it says “wheat free” in the press release.

There are two breads being produced – “Extra Fiber White” and “Healthy Multi-Grain”. Neither contains artificial preservatives or flavors or high fructose corn syrup. According to the brand manager, the bread is not only gluten-free but soft and delicious too. But of course, gluten free consumers will be the judge of that.  Gosh, I sort of can’t imagine what it will be like to see gluten-free bread on the store shelves. Hopefully, if the breads are stocked in the gluten bread aisle, they will be on the top shelf to protect from cross contamination issues. And they need a glaring sign that denotes the presence of the gluten-free bread in that area. Many gluten-free consumers avoid the normal bread aisle. There are mixed households (some gluten-free and some glutenoids) so those shoppers would see the new bread – hopefully. People that buy gluten bread and have gluten-free friends and family would also likely help spread the word about the Nature’s Own gluten-free bread.

Anyone who has picked up a loaf of gluten bread at the store might have noticed that there are many not so healthy things in many brands. Publix makes a killer bakery gluten bread that has an ingredient list as long as my arm. Well over 70% of the ingredients are words I can’t pronounce or don’t understand. Until you start reading ingredients, you just don’t realize how much fake food is in the food supply. We thought we were eating fairly healthy before my celiac diagnosis. When we cleaned out the pantry – we found out that we were not eating nearly as clean or as healthy as we’d thought. We did however, eat Nature’s Own gluten bread at the time, due to the nutritional value it offered.

Here is an excerpt from the Nature’s Own press release:

“Gluten is common in many every day foods,” says Evette O’Connor, registered dietician and Nature’s Own sandwich chef. “That’s why people on gluten free diets must be very focused and careful about what they eat. Now that Nature’s Own Gluten Free bread is available, those with celiac disease or gluten sensitivity can once again walk down the aisle of their local grocers and pick up a loaf that meets their strict dietary needs.”

As an industry leader, Nature’s Own stepped forward with the fresh Gluten Free loaf to provide options for all consumers who enjoy bread – one of the most prevalent staples in American diets. “We recognized the challenge that consumers on gluten free diets face and developed a bread that’s not just gluten free—it’s fresh, soft and delicious, too,” says Sherry Harper, brand manager, Flowers Foods.

Nature’s Own Gluten Free bread is produced in a wheat-free bakery. Available in two varieties, Extra Fiber White and Healthy Multi-Grain, Nature’s Own Gluten Free bread is sure to be a favorite with any gluten sensitive consumer. Gluten Free bread is 100% natural and contains no artificial preservatives, colors or flavors or high fructose corn syrup. Cholesterol and trans fat free, these loaves contain eight grams of whole grain and three grams of fiber per slice.

The bread is being introduced in select Atlanta Publix, Kroger, and Wal-Mart stores in 20 oz. packages; suggested retail price is $5.99.

 

This amazing news from Nature’s Own seems too good to be true, but the breads will hit select store shelves here on May 10th. That is next Monday. There might be a limited supply due to the short shelf life o the breads. The company doesn’t really know how many loaves are needed per store so maybe they’ll send plenty of stock and maybe they won’t. We know that the Atlanta gluten-free market is one to be reckoned with and this is our chance to prove it. If the test market goes well, Nature’s Own plans to roll out the gluten-free breads nationwide!

**You can read my full review of the new breads here.

UPDATE 5-17-11: Nature’s Own discontinued their gluten-free breads in the Fall of 2010. There was too much spoilage in stores so the company pulled the program and is not currently working on introducing anymore gluten-free bread. This can serve as an example for other companies to do their research about the gluten-free market before jumping into it. When I asked questions about future distribution plans and other things when the bread rolled out last summer, the company didn’t really have any answers. It didn’t seem like they had a well laid out plan at all which apparently turned out to be the case.

 

Article Written by:

Tiffany is considered a gluten-free advocate as well as the most discriminating gluten-free diner around. Her goal is to help others learn that there is life after a celiac diagnosis. Gluten-free dining and travel are two of her favorite things to do. Tiffany is a contributing writer and the Advertising Manager at "Delight gluten free" magazine. Check out her local blog, Gluten-Free Atlanta, for tips and tricks about living gluten-free in the ATL! Follow Tiffany on Twitter!

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Comments

  1. Kim says:

    How exciting!!! I can’t wait to hear your thoughts. I would love to know where you find it, I will be sending my sister on a mission to buy some & send it to me! ;)

    Kim

  2. Peter Egbert says:

    This is amazing news. I miss being able to buy “store bought” bread that is able to be eaten straight out of the bag.

  3. Anne Steib says:

    I will definitely be trying it when I am down next month! Thanks for the post!

  4. Heidi Kelly says:

    You have got to be kidding, WOW!

    Someone pinch me please! :-D

  5. Don says:

    Please send a few packages to the Kroger store in Farragut, Tn. Our Celiac members will devour it in hours. It is so hard to get good loaves of bread we can eat.

  6. Jessica says:

    Can’t wait to see it in the VA/ DC area.

  7. Pat says:

    Interesting! However, after ten years of learning more and more reasons NOT to trust non-celiac cooks and servers, I’m not sure how long I’d have to think about it to trust something from the bread aisle.

  8. CurtissAnn says:

    The first words out of my mouth were: “Good God!” I think it is actually praise.

  9. Jennifer says:

    And what about milk and soy? I am allergic to all 3. The natures own gluten free website is not coming up.

  10. So far, I can’t find the ingredients for the breads, but I think when the website is back up, they will be listed there. The store listing I got included only Kroger and Publix locations – no Wal-Marts. The file isn’t copyable so hopefully, the website will be online soon, showing the stores that supposedly got the bread in today. None of the Publix stores near us are on the list, but there is a Kroger in Tucker (Hwy 29) that is supposed to have it.

    The pdf listing the Atlanta stores that were to get the breads today is now on the website, which is finally live again. The shelf life is only five days so hurry in to the closest store to you and check this new FRESH gluten-free bread out. Look for it in the bread aisle or the health foods area of your store.

  11. A says:

    Umm….. this is incredible!

    Also — there is nutritional information & ingredients now listed on their website!! Can’t WAIT to try this!

  12. Jen says:

    So has anyone tried this bread???

  13. It’s finally in a Kroger not too far from us but my samples arrived today so I haven’t bought any yet. The Extra Fiber White bread is excellent! It’s similar to Udi’s which is actually cheaper, but not at any mainstream stores near us. The Whole Grain bread has seeds in it which I don’t care for, but this version was actually pretty good too. I think the company has a hit on their hands – no doubt! My full review will post next week on the Triumph Dining blog. So far, all the stores that have it here stock it in the health food section – not in the gluten bread aisle. For longest life, eat by date on bag or put in the fridge or freezer. People who have not tried Udi’s or Canyon Bakehouse breads yet will likely cry when tasting the Nature’s Own breads – they’re that good!

  14. Please, please, please bring this GF bread to Canada!

  15. Hajo says:

    Super cool! Please make this a success in GA so that they can roll-out across the nation. A friend of mine is in Atlanta this weekend and I told her to bring me back some of the bread. Looking forward to testing it ;-)

  16. Todd Bender says:

    Incredible! Am I dreaming? I almost want to book a ticket to Atlanta just to try it.

  17. Sylvia says:

    Please make these gluten free breads available in Kentucky. I recently moved to Kentucky from Atlanta area where I found these breads in my local Kroger and Publix stores. Nature’s Own has hit the jackpot with these breads…. they are fabulous.
    Please, please, please distribute in the state of Kentucky!!!!

  18. Priscilla says:

    When I had called them last they gave a bad attitude and said only GA would have access to the bread. Too bad and so sad.

Trackbacks/Pingbacks

  1. […] Want to know more?  Check out Tiffany Janes article over at Celiac-Disease.com! […]

  2. Betty White, Mother’s Day & Weekly Menu Plan « Gluten-free is Life says:

    […] you see Nature’s Own is rolling out gluten-free bread? See Tiffany’s post for more […]

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