Consolidated Bakeries Jamaica Limited (Purity), trading under Miss Birdie, on Wednesday last (June 19) launched ‘F1RST’, its new line of reduced gluten and no-gluten added products.

The initial product rollout includes Miss Birdie Reduced Gluten Bread as well as banana and chocolate flavoured N’UFFINS —gluten-free muffins.

These new products are all made with locally grown and produced cassava flour.

“When we started this venture, we had a dream of what Purity could do to have more local raw material used in our products,” Managing Director Anthony Chang shared at the launch at the company’s factory on Red Hills Road in Kingston

The cassava flour sourced for F1RST products is produced and supplied by local cassava farmers with assistance from The University of the West Indies Agricultural Research and Innovation Facility located in St Elizabeth, in support of the ‘Eat What You Grow’ campaign.

Chang indicated that these products reflect and align with the brand’s slogan of “Love is the best ingredient”.

“It’s all about love, love for Jamaica and love for what we’re doing and we have to translate that love into profits and cash flow,” he said. “It’s not just about bread, it’s the bread of life, so if we can interject our products with more local ingredients it also helps us.”

The low and no-gluten added products are expected to be in supermarkets and retail shops within a month.

Jamaica Manufacturers and Exporters Association (JMEA) president, Metry Seaga, commended Consolidated Bakeries on what he described as a creative and innovative initiative.

“The launch of their F1RST line of product providing gluten-free, bromate-free and ADA-free baked goods is indeed in alignment with health-conscious trends that have envelop both our nation and the world,” he said.

He added that Consolidated Bakeries support to the local industry is just as commendable.

“It’s a matter of great pride to see our local companies continuing to grow, embracing good value systems and achieving more than what they have ever thought of, to become shining examples among the Caribbean,” Seaga shared.

He informed that there are many hotels and manufacturers in both the domestic and export markets that are eager to pay for Jamaica’s quality produce.

“The JMEA remains steadfast in our commitment to the uninhibited growth of our local businesses and to provide companies like Consolidated Bakeries the support they need to achieve their fullest potential as we continue to challenge Jamaica to produce local and export global,” Seaga concluded.

Also speaking at the “Miss Birdie” F1RST launch was Minister of Industry, Commerce, Agriculture and Fisheries Audley Shaw.