BFree’s award-winning flatbread portfolio includes gluten-free Tortilla Wraps — High Protein Carb Savvy Tortilla Wraps, Sweet Potato Tortilla Wraps, Quinoa and Chia Seed Tortilla Wraps, Original Tortilla Wraps, Multigrain Tortilla Wraps — Stone Baked Pitas and Pita Pockets and Stone Baked Naan.

The company’s newest product, launched in the second quarter of 2024, is its first-ever gluten free Stone Baked Food Service Pitas. The pitas are currently being served at Roti, a high-end fast casual Mediterranean restaurant.

With a bigger pita pocket, they were specifically developed for prepared foods applications and fast-casual restaurants, said Alex Murphy, the company’s CEO.

Bfree, Murphy said, boasts the largest dedicated gluten-free flatbread facility in the world.

“Our world-class technology and fantastic blend of starches, fibers, and natural ingredients such as apples, peas, carrots, sweet potato and chickpeas deliver a pliable and amazingly flexible, delicious tortilla.”

Also new for Bfree are High Protein Carby Savvy Tortilla Wraps, which Murphy said taps into surging demand for functional foods.

The wraps are gluten-free, high-protein (11 grams per tortilla) and low in net carbs, with just 3 grams per serving.

The product is “a top seller” at leading retailers like Publix, Walmart and Costco Canada and has become the fastest growing wrap in the gluten-free bakery category, Murphy said.

Costco stores in Los Angeles, San Diego and Dallas will add the product to their lineups later this year.

Gut health is another trend that Bfree’s products are a good match for, he added. The company’s Original Tortilla Wrap, for example, is a good source of fiber in addition to being gluten-free.

In addition to its new product, Bfree also recently refreshed its brand image.

Gluten-free consumers, Murphy said, increasingly want packaging that makes it easier to navigate on-pack product claims as well as packaging that helps maintain freshness and shelf life.

With the brand refresh, Bfresh’s new packaging makes it easier for consumers to shop gluten-free and navigate free-from free call outs and product varieties.

It also features resealable packaging for all tortilla wraps, extending product freshness and convenience and lowering consumer waste, Murphy said.

This article is an excerpt from the August 2024 issue of Supermarket Perimeter. You can read the entire Flatbreads feature and more in the digital edition here.