Fria gluten free – award winning bakery

Have you discovered Fria yet? If you haven’t they are the award winning gluten free bakery company from Sweden trying to break into the UK market. Their bread is really soft and fresh and their chocolate brownie cake, cinnamon breakfast buns and apple muffins are too good. Sadly you can’t buy them in very many places yet.

The main stockists for Fria at present with the widest range is TotallySwedish. They have two stores in London and an online store with nationwide delivery: GF Direct stock a few products but they don’t seem to have the full range available online when I try to buy. Keep asking, keep trying, if we all ask shops will start to listen. Let’s help Fria break into the UK market.

Please try Fria, they’re good. They’re so good their bread and brownie cake have won recent awards at the Free From Food awards.

Fria Gluten Free, Scandinavia’s award-winning market-leader in gluten-free bakery products will exhibit for its second year at the Allergy & Free From Show in London on Stand 116 at Olympia (18 – 20 May 2012). Based in Sweden and established in 1996, this family-owned bakery will offer the opportunity to taste a range of its award-winning breads, including Grova, Winner in the Bread Category at this year’s Free From Food Awards, the Grova Minibaguette and the Kladdkaka Swedish chocolate brownie cake, which were awarded with a Highly Commended and Commended certificates respectively.

Fria’s products are freshly baked in a dedicated gluten-free and dairy-free environment, then frozen and can simply be defrosted and are ready to eat with no baking required. Fria’s breads, buns, muffins and cakes are currently enjoyed across Europe in Sweden, Norway, Denmark, Finland, The Netherlands, Italy, Belgium, Germany and now the United Kingdom.

2011 marked Fria’s debut at the Allergy & Free From Show and the UK consumer reaction to its products were truly outstanding. Watch a short video here:

Get FREE TICKETS to this year’s Allergy & Free From Show:

“We had great success at the show last year and we look forward to meeting consumers as well as health professionals and retailers at the show this year”, says Anders Nilback, Head of Export & Marketing Director at Fria. “We’re also thrilled to have received these recent accolades at the Free From Food Awards 2012 in London last month , as the competition featured many well established UK brands. Our products are proving very popular with consumers and there is a clear demand in the UK for good tasting, nutritious gluten-free bakery products. Our Business Development manager in the UK, Andy Robbins, is currently in dialogue with retailers and we hope that this recognition for our products will help grow our distribution, to give more consumers the opportunity to experience the great taste of Fria”.

Fria Grova breadThe reaction to and interest in Fria’s products is outstanding both with consumers and Free From press and bloggers and verdict from the judges at the Free From Food Awards 2012 pays testimony to this.
The judges verdict on Grova, a dark high fibre sliced loaf enriched with linseed and a hint of caraway is free from gluten, dairy, eggs and nuts:

“Lovely nutty texture and malty flavour – a good alternative to granary. Judges also liked the caraway seeds and thought it would make excellent sandwich bread.”

Fria’s Grova Minibaguette, a dark high fibre roll with sunflower seed, linseed and buckwheat flakes, received a Highly Commended certificate. The judges verdict:
“Smells and looks like part-baked bread – good size and shape for a lunch box – soft pleasant crust, excellent when heated.”

Fria’s Kladdkaka, Swedish chocolate brownie cake, received a Commended certificate. The judges verdict:
“Good, soft brownie cake and seriously chocolatey ¬– bang on for texture and taste.”

Bloggers and reviewers commented:

“This Swedish bread company produces fantastic gluten free and dairy free bread with interesting flavours and a lower fat / higher fibre content to many of the gluten free breads on the market. I hope that by winning awards in both the Bread and Cake categories, the profile of Fria’s products will be raised and attract the interest of UK major supermarkets in stocking Fria’s fantastic quality products thus making them more widely available.” Gluten Free Mrs D

“I was further delighted for Fria, who won the bread category with their Grova Dark Seeded Sliced Loaf which is really tasty, fresh and moist and also got Commended with their Kladdkaka Chocolate Brownie Cake which is a rich dark gooey delicious taste sensation.” “I just wish I could buy this in my local supermarket.” Ruth Holroyd, What Allergy?

In March 2012 Fria received the Free From Food Great Taste Award from Foods You Can, a resource website for food intolerance and allergies:

“The bread was so, just….amazing! Soft, a little crusty on the outside and squidgy on the inside – it was just perfect. The seeds added a great crunching sensation, and the taste was just phenomenal…and that’s not a word I use lightly!!” “I can’t recommend these enough, and am so so pleased to hear that Fria are currently in negotiations with major retailers…please please keep your fingers crossed these will become available nearer me…hell, I’d even travel an hour to my nearest city to stock up!” Grova minibaguette review by The Gluten Free Blogger

You’ll find them at the Allergy show from 18th – 20th May. Get free tickets to this year’s Allergy & Free From Show:
Check out Fria:

Do you love Fria? Have you tried any of their products yet?

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About Ruth

Ruth works freelance as a copywriter and writes the What Allergy blog to share information with people who have allergies, eczema, asthma and food intolerances. was voted in the top 5 allergy blogs and Ruth also judges regularly for the FreeFrom Food Awards and FreeFrom Skincare Awards. She also won the Foods You Can People's choice Best FreeFrom blogger award 2014.

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