3_0_ScanMag_66_July_2014_Text_Svetlana:Scan Magazine 1
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Scan Magazine | Special Theme | Made in Sweden
Left: The Swedish style chocolate brownie cake, kladdkaka, is a Fria Gluten Free top seller. Middle: Delicious and fresh Swedish gluten-free bread and pastry. Right: Jeanine Holmgren, managing director. Photo: Monika Agorelius
A gluten-free taste of Sweden Ever wanted to experience Swedish bread and pastry, but feel restricted due to a food intolerance? Look no further than to Fria’s award-winning and extensive range and you are sure to find a new favourite.
just like freshly baked when enjoyed. The range includes sliced loaves, rolls, pizza, muffins, cinnamon buns, puff pastry and the Swedish style chocolate brownie cake, kladdkaka. Consumers across Europe seem to share the same sweet tooth as the Swedes, as the kladdkaka is one of Fria’s most popular products.
By Anita Karlsson | Photos: Fria Gluten Free
The Swedish family-owned bakery Fria is the Scandinavian market leader in the gluten-free baked goods category, and has in recent years expanded beyond the Scandinavian borders to countries such as the United Kingdom, Germany, Switzerland, Italy, Belgium and the Netherlands. With the Fria products being free from gluten, lactose and milk, they are suitable for vegetarians as well as people with coeliac disease and other food intolerances. Still, Fria's tasty breads and yummy cakes are known to taste as good as regular products, if not better. “The consumer is very important to us; in fact, that is a reason why the company started out back in 1996,” says Jeanine Holmgren, managing director at Fria. “Fria recognised the growing consumer demand for gluten-free, high-quality
products early on. Our aim has always been to make a nutritious bread high in fibre, with a nice texture that you cannot tell apart from regular bread.” This summer, Fria is exhibiting at several shows across the United Kingdom, one being the popular Allergy & Free From Show in London 4-6 July. “Because the consumers’ points of view are so important to us, it is really nice to be able to meet them in person,” says Holmgren. “The comments we often get are that our products taste really fresh, that they have more fibre than other gluten-free bread, and that it’s appreciated that we have a wide selection of products.” Fria’s products are frozen directly after being baked and can be found in the frozen aisle in stores, thus making them taste
Fria engages in the raising awareness of coeliac disease by attending seminars and keeping up-to-date on research and informing others. Holmgren concludes: “The knowledge about coeliac disease and the supply of free-from products have grown enormously recently, which is joyous news.”
For more information, please visit: www.fria.se
Issue 66 | July 2014 | 25