M&S launches first gluten free pastries

To satisfy the demands of the many coeliacs and wheat avoiders, M&S developed its own-brand, gluten-free pastries.

M&S launches first gluten free pastries after over 18 months of arduous recipe development to achieve the perfect wheat-free pastry.

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5 June 2018 | 0

M&S has achieved what many coeliacs and wheat-avoiders thought impossible and launched the first range of gluten free pastries.

It’s taken over 18 months of careful recipe development working closely with the company’s specialist supplier to produce gluten-free pastries of which to be proud. Over 30 different recipes and numerous ingredients have been trialed in the search for the perfect light, flaky and buttery pastry, but without the gluten – the results are a high-street first: M&S is the only major retailer to offer a selection of own-brand, gluten-free pastries.

Just like M&S’ standard Viennoiserie, the products all use French butter and the chocolate twists use Belgian dark chocolate chips.

Product developer Sadia Usman says: “We are immensely proud of this breakthrough gluten free product. It’s taken a long time to perfect, but I’m delighted with the results. We quite often use our non-coeliac colleagues and family members as taste testers for our new products – our aim is to get our free-from products as close to our core products as possible, so we always get feedback to see if we are on the right track!”

There are three pastries available: Made Without Wheat Croissants, Made Without Wheat Apricot Pastries and Made Without Wheat Belgium Chocolate Twists, all €4.

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