And my third new find of the week…
Have you ever heard of Fria? I hadn’t, but apparently they are the market leader in gluten free bread in Scandinavia.
I met the Fria team on Friday, when they were running a tasting in John Lewis, Oxford Street (London); they then did a tasting in John Lewis in Bluewater (Kent) on Saturday. Perhaps you saw them there? If you did, then please let us know what you thought of the bread in the comments below.
The Fria breads will be available here in the UK until the end of February 2011, but only from those two places, as part of a promotion of Swedish food in collaboration with the Swedish Trade Council. If you’re interested, then make a special trip…
I wish this trial was running across all John Lewis stores, so that more people would have a chance to try it. Not everyone living gluten free lives in London; I just happened to be in London that day, and was invited to attend.
The breads are frozen, but once defrosted need no refreshing. There are 3 breads available in the UK for the moment: a seeded brown, a white, and some mini-baguettes.
I thought the bread was good: no ‘gritty’ taste, and no after-taste either. Personally, I preferred the seeded brown, but I bought one of all three products to carry home for my daughter to try. And Fria gave me a Kladdkaka (a chocolate brownie cake), which is really very good indeed.
But what I’d really be interested in is their other products, especially:
- Kanelbulle – a cinnamon swirl. If the dough they’ve used for that is similar to the breads, this would be a winner.
- Lussekatter – a traditional Swedish sweet bun, flavoured with saffron. This is seasonal – maybe it is an Easter product?
- Pepparkaksdeg – ready-to-bake dough to create your own gingerbread-men. Also seasonal: I’m guessing for Christmas. I’d make a nativity scene out of this!
- Slät bulle – A sweet soft bun, flavoured with cardamom. This sounds interesting, doesn’t it?
Have a look at the Fria products and let me know what you think. More importantly, let Fria know by email what you think. If there’s enough demand, and if they can set up a relationship with a supermarket, then Fria will consider importing products on a longer term basis.
Are you listening, supermarkets?
UPDATED 6 Feb 11: Two more sampling days to come
Wednesday 16th of February at John Lewis foodhall, Bluewater in Kent, from 11am – 7pm
Thursday 17th of February at John Lewis foodhall on Oxford Street, London, from 10am – 7pm
I’ve written a book summarising what we’ve learnt over 20 years of dealing with the gluten free diet, and it might be just what you’re looking for. It packs the lessons we’ve learned into what I hope is a helpful and straightforward guidebook. It’s available on Amazon, as a paperback or for your Kindle…
Wow, their buns do sound good and what a range they do! I could really see much success for them to distribute more widely over here, so here’s hoping. I’ve sent an email to them anyway and we’ll live in hope!
I’m so happy Fria is making its way in to the UK supermarkets. I first encountered Fria when on business trips in Sweden and Norway, their bread was served as the gluten-free breakfast alternative in the hotels. I bought some breads and buns back to the UK and the whole family tasted – and liked – the breads and the cinnamon swirls! I met the Fria team at Bluewater last week. I like the brown bread too. Didn’t get to taste the chocolate cake, but I really want to. Will you let us know when Fria is avalible in more stores?
samantha muddell says
hi myself and my son are newly diagnosed coeliacs
and have just come across your products and would love to try some samples of food please
as my son is only 16 and struggles with this diagnoses i would be grateful of any samples for him to try thank you very much for helping us
mrs sam muddell
Fria products will be available until the end of February, I think, in Oxford Street and Bluewater, though you could try contacting them directly to ask if they will be anywhere else.
Are you in the UK? Have you tried all the items available on prescription? There’s some fresh own-brand gluten free bread available in Sainsbury’s and Tesco now, and most of the major manufacturers of prescription products will be pleased to send out samples. Is there a local Coeliac UK group near you? They often have samples available too…
Too bad we don`t have this stuff in Germany. Might have to visit London again:)
Hi Peter – I’ll bet you have some excellent products in Germany, though, that we don’t have! It would be very interesting to compile a list of the best products in every country, wouldn’t it?
We just started stocking the cinnamon buns at scandi kitchen so if you want to try them, pop by the store in W1
Good news Bronte!
We’d love to try some… now to work out when I might be able to get to London.
Marco, italy says
I just tried this fantastic bread. I think I finally found the right one. W Sveden!
I have been on your web site a couple of second and am immediately assaulted so to speak with s urvey box asking me if I like what I am reading and to subscribe. I’d know better if you hadn’t covered OVER what I was trying to read with the pop up annoying as they are in the first place. Also teh share item travels over content as well.
Thanks for your feedback mischa, I’ll try to get it to slow down a bit!
Marie Gibbs says
Excellent product. I sampled it at the Allergy show in May and would like to know where I can purchase it locally. I live about 3 miles from Bluewater in Kent.
Emma Robertson says
Hi Marie, I recently ordered Fria from GFF Direct. They sell several different types of Fria bread, they’re sold frozen so you must remember to select frozen shipment when ordering. When the bread arrives the next day, put them back in the freezer until ready to use. I defrost only what I’m going to eat and keep the rest in the freezer. Stays fresh for ages this way. My new favourite Fria bread is their poppyseed roll.
Join Fria’s FB page and check for updates. I hope the breads will be sold in Waitrose and Sainsburys soon, as it would be more convenient than ordering online.
I hope this information is of some help to you,
Hi I have just come back from holiday in Sweden and had Fria bread it was absolutely gorgeous did not have to toast or heat up. Wish you could buy it in scotland
Alexander from lebeglutenfrei.de says
I too have gluten intolerance. Found that out when following a low carb diet. Dont give up. You are not sick!
Nice to hear you all like Fria.
Fria is available in a couple of stores in Germany. Check Fria’s German website: http://de.fria.se
Monika, on behalf of Fria
Wow, what a following you have! Well done. I just wanted to add that Fra is available from GoodnessDirect.co.uk It’s been selling really well and we’re hoping to take on more products in the future. Anyone looking can see their products directly at http://www.goodnessdirect.co.uk/cgi-local/frameset/brand/FRIA.html