Dr Schär has announced the launch of Schär, Europe’s number one gluten-free brand, to the UK market in September 20151. The Schär range will boost gluten free options for UK retailers with nine NPD offerings that will sit alongside the other 27 products from the rebrand of DS-gluten free’s existing lines.

The launch
The Schär range will be available in all major supermarkets across the UK. The NPD includes delicious Italian frozen meal solutions, an indulgent caramel Chocolix bar, and oat-based Breakfast Bakes.

Schär replaces Dr Schär’s existing DS-gluten free brand and will be supported with significant marketing investment. The bespoke creative, which has an emphasis on social inclusion, includes a new logo and tagline: ‘Europe’s favourite in gluten free’. This will be launched at the Allergy Show in July and rolled out in print, outdoor, in store, online and via social media channels.

With an impressive 55% market share in Germany alone3, Schär is chosen by more people across Europe than any other gluten-free brand.1

Bradley Grimshaw, Commercial Director of Dr Schär UK, comments: “Schär is dedicated to improving the lives of those living gluten free and we are delighted to be introducing the brand to the UK. As Europe’s favourite gluten free brand1, we know that Schär will delight new shoppers to the category as well as loyal DS-gluten free consumers, introducing them to a range of gluten-free products that up until now have not been available on UK shelves. The Dr. Schär business is a pioneer in gluten-free, with decades of experience and our 20-strong R&D specialists are committed to developing new solutions that meet the needs and desires of our gluten-free customers.”

The gluten-free category
The increased diagnosis of coeliac disease combined with improving awareness of non-coeliac gluten sensitivity, and an influx of people who adopt a gluten-free diet as a lifestyle choice are all significant contributors to the category’s growth.

To enquire about listing Schär products as well as to find out more about the Schär NPD please contact [email protected], or call 01925 865100.