Dutch grocer Jumbo has launched Lekker Vrij van Gluten (Jumbo Delicious Free from Gluten), a new private brand range of gluten-free products for people with gluten intolerance. The products have been developed together with consumers and members of the Dutch Celiac Disease Association. The test panel was allowed to assess the products based on taste and color. The complete line consists of 10 products:

  • Jumbo Delicious Free from Gluten Airy Crackers
  • Jumbo Tasty Free from Gluten Stroopwafels
  • Jumbo Tasty Free from Gluten Speculaas
  • Jumbo Tasty Free from Gluten Digestives Milk chocolate
  • Jumbo Tasty Free from Gluten Fusilli
  • Jumbo Tasty Free from Gluten Spaghetti
  • Jumbo Delicious Free from Gluten Oatmeal
  • Jumbo Lekker Free of Gluten Lasagne sheets
  • Jumbo Delicious Free from Gluten Pancake Mix
  • Jumbo Delicious Free from Gluten Bread Mix
Olaf de Boer, director Buying & Merchandising, Jumbo

Olaf de Boer, director Buying & Merchandising: “Jumbo wants to make tasty and healthy food easily accessible to everyone. We noticed in our stores that more and more customers were asking for gluten-free products. That is why we thought it was time to come up with our own gluten-free line to further expand our range. With this, we respond to the needs of our customers. And we continue to take steps. From this fall, the gluten-free range under the Jumbo private label will be further expanded with, among other things, multi-seed bread, seed crackers, filled cakes, cakes, and mini baguettes. ”

Because it is essential that the products really do not contain gluten, the Lekker Vrij van Gluten products are certified by the NCV and can be recognized by the internationally recognized Crossed Grain quality mark. Andrea Wesselius, license manager of the NCV: “By choosing this quality mark, Jumbo customers can see at a glance that they have a gluten-free product with certainty. We are extremely happy with this choice because this new line with this quality mark brings our dream closer: making a gluten-free diet affordable and accessible to everyone.”

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.