Roche Bros. Gluten-Free Section Growing By Double Digits

Wellesley Hills, MA - If you build it, they will come.  That’s the lesson at Roche Bros. Supermarkets where shoppers have been giving the new, expanded gluten-free sections enthusiastic thumbs up.  This past fall, every one of the company’s 18 regional markets was revamped with dedicated, gluten-free sections stocked with hundreds of new items.  Coupled with price decreases and increased consumer messaging, the expanded selections have grown gluten-free sales by double-digit percentages.

Growing awareness, product availability and improved quality mean more people are cutting gluten out of their diet, even if they haven’t been diagnosed with a gluten intolerance.  Shoppers are turning to gluten-free diets as a way to lessen the effects of certain health conditions like migraines, fatigue, abdominal pain and other chronic digestive complaints or to lose weight.

“Our customers are expressing a growing concern about gluten sensitivity,” said Paul McGillivray, VP of Sales and Merchandising at Roche Bros. “Even people who haven’t committed to a gluten-free diet are experimenting with reducing intake and trying gluten free items as part of a healthy diet.”

The new gluten-free sections include significantly expanded offerings from best-selling brands including King Arthur, Betty Crocker, Glutino, Annies, Bob’s Red Mill, Schar, Lundberg, Enjoy Life, and Pamela’s.

Roche Bros. is also stocking new brands including Barilla gluten-free pasta; Aleia’s stuffing, croutons and breadcrumbs; Bops chips; Notta Pasta; I Heart Keenwah snacks, Wow cookies and Benito’s chips.

“Selection and convenience are incredibly important to our customers,” said McGillivray. “But for a long time, people on a gluten-free diet didn’t have many choices, and it took a lot of effort to search out safe and palatable gluten-free options. We’re changing that.”

According to McGillivray, Roche Bros. heard directly from customers that they wanted more gluten-free options. National trend data also show growing demand. The NPD Group estimates that almost 28 percent of consumers seek out gluten-free foods. Nationally, gluten free food and beverage sales are projected to exceed $6.6BN by 2017.

In addition to the dedicated gluten-free section, Roche Bros. continues to identify additional gluten-free items with shelf tags and signs throughout the store. Visit www.rochebros.com to find a location near you.

About Roche Bros.

Headquartered in Wellesley, Massachusetts, Roche Bros. is an independent, family owned chain of full-service supermarkets.  Founded in 1952 in Roslindale, Massachusetts, the company now employs more than 4,000 full and part-time employees across 18 stores located throughout Greater Boston, Metro-West and Southern Massachusetts. For more information visit www.rochebros.com.


More »
Got a question? Something on your mind? Talk to your community, directly.
Note Article
Just a short thought to get the word out quickly about anything in your neighborhood.
Share something with your neighbors.What's on your mind?What's on your mind?Make an announcement, speak your mind, or sell somethingPost something
See more »