Gluten-free but still complete

Adaptation, a reimagined value proposition and authentic branding are key to success in the gluten-free category

This article is available for reading in Trade magazin 2025/5.

Without compromises

Aliz Fürész
brand manager
Cerbona

Aliz Fürész, brand manager of Cerbona Élelmiszergyártó Zrt. opines that the demand for gluten-free products is growing every year, especially among conscious consumers who are receptive to functional foods.

“2024 was a very successful year for us, especially in the bar and porridge categories. Cerbona is paying special attention to modernising flavours, which has led to the addition of two new bars to our product range: strawberry-chocolate and chocolate-orange. We have come out with two types of rice breakfast porridge too, specially designed to meet the needs of health-conscious consumers. It was an important milestone in our development work to launch four new gluten-free oatmeal bars. Positive consumer feedback has confirmed that gluten-free foods aren’t a compromise, but a delicious and high-quality alternative”,

says Aliz Fürész.

Cerbona’s priority for the coming year is to expand its ground product portfolio, creating new opportunities for home baking enthusiasts.

Taste and practicality

Zoltán Varga
business development manager
Abonett

Zoltán Varga, business development manager of Abonett Kft. says many people are looking for bread substitutes that are gluten-free, contain few and natural ingredients, rich in fibre, nutritious and tasty.

“We offer both savoury and sweet extruded breads and sandwiches. In spite of the inflation our customers have remained loyal and we have even managed to reach new target groups with our new products”,

says the business development manager.

Two of this year’s most exciting new products are the cocoa and cinnamon flavoured sweet breads. Plus the Abonett Food Service product range also appeared on store shelves, aimed specifically at companies active the catering sector – supplying schools, restaurants and hotels.

From the farm to the table

Tamás Bozó
sales manager
GOF Hungary

GOF Hungary Kft. sees increasingly complex customer needs. Domestic origin has become an issue for consumers: bearing the Hungarian Product trademark is a competitive edge, because it deepens trust in domestic producers.

“One of the main advantages of our company is that we have full in-house control of the production process. We operate according to the “from farm to table” principle: we grow, process and package our own raw materials”,

says sales manager Tamás Bozó.

Soma Szűcs
export sales manager
GOF Hungary

In the future they plan to introduce practical, gluten-free products that include functional foods fortified with adaptogenic plants, probiotics or vitamins, and ready-to-eat convenience products. Export sales manager Soma Szűcs adds that consumer education is a priority area in 2025.

Alternative raw materials

Veronika Koczka
senior trade marketing
manager
Foodnet

Veronika Koczka, senior trade marketing manager of Foodnet Zrt. reports that gluten-free products typically belong to the premium category, but the rise of private labels in supermarket chains has created price competition.

“Our focus is on nutrient-rich, low-carbohydrate product versions, such as flours and pastas made from millet or pulses”,

says Veronika Koczka.

The it’s us brand – which is present on the market with its red lentil, chickpea and millet-based pastas and the allergen-free MIMEN product line – plays a dominant role in the company’s offering. Foodnet also offers specialities such as gluten-free festive bejgli, the MIMEN Emperor’s Crumbs flour mix, and cocoa, coconut, vanilla and salted caramel biscuits.

New horizons

Boglárka Zágonyi
sales specialist
Magyar Piszke Papír

According to Boglárka Zágonyi, sales specialist of Magyar Piszke Papír Kft., recently the gluten-free market has been shaped primarily by the challenges in the economy and the supply chains. Changing consumer behaviour, in particular the growing demand for private label products has created new opportunities for Hungarian manufacturers.

“We do our best to keep our gluten-free products affordable, while meeting the highest quality standards. We use natural ingredients and keep away from artificial additives, emulsifiers and preservatives”,

says Boglárka Zágonyi.

The company’s flagship products are gluten-free pizza base, breadcrumbs and white bread, but there is also growing interest in various flour mixes. The Aby’s natural food range is specifically designed for sensitive consumers.

Convenient and tasty

Tamás Simon
managing director
Frigo-Hasso

Tamás Simon, managing director of Frigo-Hasso Kft. adds that free-from foods that are convenient and quick to prepare, yet nutritious and delicious, are increasingly popular.

“Innovations in the segment of flour substitutes such as almond flour and quinoa flour have opened up new possibilities. They have specific nutritional benefits that are highly appreciated by consumers”,

says Tamás Simon.

The Freego brand debuted in July 2024, initially with seven types of quick-frozen gluten-free products. In addition to filled dumplings, croquettes and medallions, two new varieties of small puff pastry hit the shops in October, and in December the product range was extended with a large puff pastry. The Freego gluten- and lactose-free, cottage cheese filled puff pastry finished first in the filled pastry category of the Gluten Free Bread and Pastry Competition.

In the spirit of sustainability

Andrea Salgó-Agócs
founding owner
Majomkenyér

Andrea Salgó-Agócs, founder and owner of Majomkenyér points out that more and more people are looking for products that contribute to a healthy lifestyle and environmentally conscious consumption. This is made clear by the growing popularity of upcycled, plant-based foods with a low glycemic load. In 2024 they realised strong growth, mainly due to the successful debut of biscuits made from upcycled ingredients: the pistachio, almond and hazelnut flavours offer gluten-free, vegan and sustainable options at the same time.

“The brand’s market position has been further strengthened by being the only one in Europe to market confectionery that is gluten-free, vegan and made from upcycled ingredients”,

explains Andrea Salgó-Agócs.

In 2025 the company plans to introduce new innovations e.g. savoury crackers, special bonbons and snack packs. //