Doves Farm Foods invests £4.5m in new UK cereal plant
Doves Farm Foods has invested £4.5 million in a new UK cereal plant to expand its dedicated gluten-free production facilities.
Located in the Wiltshire countryside, the new production plant will be manufacturing its gluten-free cereals including Fibre Flakes, Cereal Flakes, Corn Flakes and Chocolate Stars under newly reformulated recipes which are free from milk as well as gluten.
The cereals will sit under Doves Farm gluten-free flour brand FREEE and will have a fresh new look.
The company began building the plant in December 2015 and its completion this year will see Doves Farm Foods move production of the cereals from Italy back to the UK.
Doves Farm Foods said manufacturing its gluten-free cereals in the new dedicated plant will ensure full control of production which eliminates any risk of contamination and “the need for alibi labelling – meaning more people with specific allergies and diets can enjoy the cereals”.
It added that the brand has seen significant growth in the gluten-free cereal category in the last 10 years because of a rise in consumer lifestyle changes and coeliacs seeking healthy and tasty gluten-free options.
“Consumer interest in both gluten-free breakfast cereals with added health and eco benefits and ‘buying British’ has risen massively in recent months,” said founder Clare Marriage.
“As a leader in the gluten-free breakfast cereal category and a family-owned British business, we are keen to grow our presence and impact in this area and know the new plant will give us the chance to do this, while allowing us to continue to offer great quality breakfast cereals that are now suitable for an even wider range of diets and allergy sufferers.”