RCS - Tooru PLC - Launch of OAF by Juvela

TooruAnnouncement

05/06/2025 07:00

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RNS Number : 4751L  Tooru PLC  05 June 2025

 

5 June 2025

Tooru plc

 

("Tooru" or the "Company")

 

Launch of OAF by Juvela

 

Tooru, a company focused on the health and wellness sector, is pleased to
announce that Juvela, the Company's leading gluten free producer, has launched
a new brand and range, supported by a state-of-the-art new allergen-free
bakery, to expand its sales in the Free-From category.

 

 

The new brand, "OAF", is designed to attract a broader healthy foodie shopper
in the Free-From aisle.  OAF will operate as the Company's strategic
retail-facing range, whilst the Juvela brand will continue to occupy its
position as a leading coeliac prescription-led offer.

 

OAF has gone live in Tesco stores this week, with a four-product lineup that
deliver real bread texture, taste and nutrition. OAF leverages Juvela's
30-year history as a founding UK pioneer of gluten free foods. The new brand
will benefit from recent investment in the Company's new allergen-free site,
in South Wales, and Juvela's unrivalled baking innovation in gluten free.

 

Unlike other gluten free brands, which tend to use rice flour, OAF and Juvela
products are made using a specially formulated wheat starch with the gluten
removed, meaning it is completely safe for a gluten free diet whilst making
the taste and texture as close to conventional bread as it gets. Until now
this unique process has mainly been used in prescription-coeliac bread offers,
but OAF's mainstream brand proposition will open this innovation up to a
broader healthy foodie, who may be omitting gluten for lifestyle choices, as
well as coeliac consumers.

 

Scott Livingston, CEO said:

 

"Gluten free consumers - especially the younger, health-conscious segment -
aren't connecting with brands on the shelf, perceiving them as second best to
conventional bread. This presents a massive opportunity to engage this
audience with a vibrant, characterful brand that resonates with them, whilst
showing how tasty and simple gluten free bread can be through our product
innovation.

 

By combining Juvela's well-established quality, craft and expertise with OAF's
vibrant brand personality, we're on a mission to inject new energy, relevance,
taste and enjoyment to the retail free-from space, starting with a line of
high-quality bakery goods, in the fastest growing areas of the category."

 

Enquiries:

 

 Tooru plc

 Scott Livingston, CEO                  Tel: +44 (0) 20 3475 0230

 Nicholas Lee, Non-Executive Chairman

 

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