The Co-op supermarket is planning to launch a gluten-free and wheat-free ale called Green’s Discovery later this month, in an attempt to capitalise on consumers’ growing interest in food tolerance and allergies.
The new ale, produced by an independent brewery based in Yorkshire, is claimed to be the first such ale brand aimed at health- conscious drinkers.
Green’s Discovery Ale will be launched as a premium priced product. It will be sold in 330ml bottles priced at &£2.79. The beer has an ABV (alcohol by volume) strength of six per cent.
The retailer is also planning to launch a lager and a stout to target those interested in gluten-free alcohol drinks. The supermarket already stocks a range of food products suitable for those suffering from coeliac disease, also known as gluten-sensitivity. Gluten is a substance found in wheat, barley and rye which can cause damage to the process of absorbing nutrients and vitamins in the body.
Earlier this year, television celebrity Carol Vorderman supported gluten-free products when she was launched as the face of Simply Organics range of soups, pasta sauces and ready-meals. The Vorderman-endorsed range also sported a label boasting an “ideal for detox” claim.