Pescanova ramps up gluten-free offerings


Chris Dove, contributing editor, reporting from Malaga, Spain

Published on
February 27, 2011

Marking a turning point in product diversification, multinational seafood company Pescanova has launched an innovative range of frozen seafood catering to the niche demands of gluten-intolerant consumers.

The company, based in Galicia, northwest Spain, claims to be the first to market gluten-free cereal coatings. The range of snack, starter and full-size meals comprises six ready-to-eat preparations: hake fillets with egg, hake belly with egg, floured whitebait with a surimi base, calamari rings, “popcorn” hake sticks and hake nuggets. The first three varieties will launch in the coming weeks, while the second three are already available.

Tapping into global healthy eating trends, the products will appeal to celiac disease patients whose small intestine becomes damaged when gluten from the full set of proteins present in wheat (Trigo), oats (Avena), barley (Cebada) and rye (Centeno) are digested, collectively called TACC.

Pescanova provides useful information for people with allergies, detailing lists of ingredients in products containing fish, shellfish, eggs, soy and traces of milk.

The launch is first in a series of developments this year as the company adds value to its more traditional ranges. Pescanova’s introduction of more sophisticated characteristics last year included a range of frozen, high-nutrition, low-calorie microwave ready meals under the banner “1,2,3 … to the plate!” comprising complete cod and hake dishes with a variety of sauces.

Targeting gluten-intolerant children and families, Pescanova’s two-minute Tallarimis product is a source of protein with 0 percent fat [and] “mimics the texture and appearance of pasta to try to win over young audiences.”

Pleasure Without Gluten bloggers responded positively to the product launch: “We have to take our hats off to this great brand. Thank you Pescanova for thinking of the celiac.”

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