Largest Crispbread Leader WASA' Introduces New Gluten Free Crispbread Line

The total gluten-free cracker category has been growing at an impressive rate of 13.4% year-over-year since 2015* as more people begin to adopt a gluten-free lifestyle, and is expected to continue rapid growth. A wholesome, authentic, and delicious authentic crispbread cracker is among one of the foods that is missed most amongst people who are living gluten-free, and yet the options for enjoying a quick gluten-free crispbread snack fall short, especially with limited brands and varieties available on store shelves. Now, WASA, the world's leader in crispbread production, is stepping in.

Since 1919, WASA has produced authentic, wholesome, high-quality crispbread for everyone to enjoy. The goal in creating the new Gluten Free crispbread line is to offer convenient, versatile and tasty snacking solutions for anyone living a gluten-free lifestyle, and ensuring it is readily available at the local grocery store. Crispbread lovers the world over have come to trust Wasa to bake only the best crispbread, remaining true to their Swedish heritage. Wasa crispbread offers the ideal canvas for gluten-free snacks, without compromising taste or texture, and delivering on the satisfying crunch those who enjoy crackers enjoy.

"WASA has a rich heritage of delivering quality, trusted products, and we are committed to providing authentically delicious crispbread that everyone can enjoy," saysMelissa Tendick, Marketing Vice President Americas. "We felt it was important to develop a crispbread line for the increasing number of people who are adopting gluten-free lifestyles, while still ensuring that it delivers the taste and texture crispbread cracker lovers expect from WASA."

WASA Gluten Free crispbread will be offered in two varieties: WASA Gluten Free Original and WASA Gluten Free Sesame & Sea Salt for $3.99, which is below average price of other crispbread manufacturers. WASA Gluten Free combines is made with potato and amaranth, an ancient grain that is naturally gluten-free, for trulyauthentic crispbread crunch and uses real sourdough for a perfect traditional bread flavor. WASA Gluten Free crispbread is Non-GMO Project verified, contains no lactose ingredients, is vegetarian, baked without palm oil, and packaged in convenient snack packs for perfect portions and to ensure protection from cross-contamination; that's pretty impressive for a delicious snack!

WASA Gluten Free crispbread is a strategic addition to the WASA portfolio and to the crispbread category overall. Many consumers who are making the choice to purchase gluten-free products avoid crispbread crackers due to negative taste perceptions, high prices and limited availability of currently available options. WASA anticipates the new Gluten Free line will bring back the satisfaction of great taste and texture to the crispbread crackers consumers love and trust.

About the Wasa Brand
Since 1919 Wasa is the biggest crispbread baker in the world, selling its products in 40 different countries, from Scandinavia to America. In 1999 Wasa became part of the Barilla Group together with many other bakery brands such as Mulino Bianco, Harry's and Pavesi. The Wasa Bakeries are situated in Filipstad Sweden, and in Celle Germany. From these two locations we bake our crispbread and other products for many countries around the world. The biggest markets for the Wasa brand outside of Sweden are the other Nordic countries and Germany closely followed by Poland, The Netherlands, France and The United States of America.

About the Barilla Group
Founded 140 years ago in Parma out of a shop that made bread and pasta, Barilla is today among the top Italian food groups: leader for pasta in the world, pasta sauces in continental Europe, bakery products in Italy, and the crisp bread business in Scandinavia. The Barilla Group owns 28 production sites (14 in Italy and 14 abroad) and exports to more than 100 countries. Every year, its plants turn out around 1,700,000 tons of food products that are consumed on tables all over the world, under the following brand names: Barilla, Mulino Bianco, Harrys, Pavesi, Wasa, Filiz, Yemina e Vesta, Misko, Voiello, Academia Barilla.

When the first shop opened in 1877, Pietro Barilla focused on making good food. Today, this has evolved into a unique way of doing business for the Barilla Group: "Good for You, Good for the Planet."

"Good for You" means constantly improving our products, motivating people to adopt healthy lifestyles and improving food access and social inclusion. "Good for the Planet" means promoting sustainable supply chains and reducing the amount of CO2 we emit and water we consume during production.

For more information, please visit: www.barillagroup.com

For more information, please visit: http://www.wasa-usa.com/ orwww.barillagroup.com

Source: Based on Information Resources, Inc. InfoScan Reviews; Bureau of Labor Statistics, Consumer Expenditure Survey; US Census Bureau, Economic Census; Progressive Grocer's Consumer Expenditure Study/Mintel

Related Links

http://www.wasa-usa.com/

http://www.barillagroup.com

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