Tesco is rolling out its first branded free-from bays as it more than ­doubles its range of Udi’s products.

Udi’s owner Boulder Brands said the expansion of its Tesco range from 19 to 44 lines took the brand closer to achieving its aim of becoming a “one-stop shop” for free from. The new lines roll out from Monday (13 October), and include Udi’s new multiseed bread.

“The key to winning over consumers is bread that looks and feels just like the real thing,” said Boulder Brands UK managing director Simon Hazlett, adding new product launches had been “fundamental” to the brand’s UK growth. The expansion of the Tesco range follows a trial of the products in Tesco’s 12-week long Lifestyle Food Fair earlier this year.

“Being the first ever free-from brand to secure branded bays in Tesco is a momentous occasion for Udi’s,” he added.

US brand Udi’s made its debut in the UK with listings in up to 800 Tesco stores 12 months ago, and has since gone on to sell in Sainsbury’s, Asda and Ocado.

Interest in gluten-free food is booming, and retailers such as Asda, Tesco and Waitrose have recently committed to meet the requirements of charity Coeliac UK’s Gluten-free Guarantee and stock at least a core range of eight staple gluten-free items.

Gluten-free brand No G is touring Sainsbury’s stores across the UK over the next six months in the No G van - a converted 1957 Citroën 2CV horsebox. Brand staff will give out samples and information.

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