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NEUTRAL

Tooru Launches New OAF Brand for Gluten-Free Bakery

Why we think this is neutral

This RNS announcement provides an update on the launch of a new brand and product range by the company's subsidiary Juvela. While it highlights the company's innovation and expansion in the gluten-free bakery market, it does not contain any of the mandatory news types that would warrant a stronger sentiment score.

Key Points

  • Juvela has launched a new brand called "OAF" to expand its sales in the Free-From category
  • OAF will operate as the company's strategic retail-facing range, while Juvela will continue as a leading coeliac prescription-led offer
  • OAF has gone live in Tesco stores this week with a four-product lineup that delivers real bread texture, taste and nutrition
  • OAF leverages Juvela's 30-year history as a pioneer of gluten-free foods and recent investment in a new allergen-free bakery site

Summary

The health and wellness company has launched a new gluten-free bakery brand called OAF, leveraging its Juvela subsidiary's expertise to target a broader healthy foodie audience.

Tooru plc, a company focused on the health and wellness sector, has announced the launch of a new brand and range called "OAF" by its leading gluten-free producer, Juvela. The new brand is designed to attract a broader healthy foodie shopper in the Free-From aisle, while the Juvela brand will continue to occupy its position as a leading coeliac prescription-led offer.

Key Dates

5 June 2025
Launch of OAF by Juvela
GENERAL UPDATE