Heinz launches into Australian gluten free pasta market

Posted by AFN Staff Writers on 22nd April 2014
The new Heinz Gluten Free Fusilli

Global food manufacturer Heinz is set to introduce a new range of gluten-free pastas to the Australian retail market, following the success of the products in the UK and Italy.

Heinz said the launch was in response to increasing demand for quality gluten-free products that “taste as good as their gluten containing counterparts”. According to in depth market research conducted on behalf of the Company, although the category is in growth, consumers said they “were not satisfied” with what is currently on offer.

Heinz said the secret to the pasta’s “great taste and quality texture” is a “highly nutritious” legume called lupin. The Company said that, being a legume, lupin is “high in protein and fibre and delivers that al dente texture expected of pasta”. According to Heinz, the pasta range has a source of fibre “equal to that of regular wheat-based pasta, something many of the gluten-free currently in-market lack”. Heinz said the range has “no added sugar, salt or artificial colours or flavours”.

“Some gluten-free foods can be high in fat, sugar and lacking in fibre, so we’re really pleased we could develop a pasta with superior taste without compromising on nutrition,” said Megan Alsford, Nutritionist at Heinz.

“We’re passionate about making deliciously tasty food everyone can enjoy, and we don’t see why gluten-free food should be any different,” said Kathy De Lullo, Senior Brand Manager at Heinz Australia. “Our dedicated product development team are bringing over 40 years of experience specialising in gluten-free pasta straight from Italy,” she said.

The whole range is endorsed by Coeliac Australia and carries the Crossed Grain Logo.

Available in Coles and independent supermarkets nationally from May 2014, the Heinz Gluten Free range comprises six pasta shapes: Penne, Spaghetti, Fusilli, Linguine, Macaroni and Mini Rigatoni.