Pie Face launches "low gluten" pie

The gluten-free movement has gathered pace in recent years, but Pie Face has taken a slightly different tack with the launch of a low-gluten pie.

The pie contains only gluten-free ingredients and a “low gluten pastry”. Although the ingredients are gluten-free, the company produces many other products which contain gluten, so due to that potential for cross contamination, the pie must be called low gluten in accordance with Australian labelling laws.

The product aims to strike a balance between taste, texture and consumer health concerns around gluten, according to the bakery chain.

Pie Face descirbed the move as a “step towards innovation for Pie Face who believes it is about time that those reducing their gluten intake can enjoy their baked goods too”.

The low gluten pie is a chunky steak flavour with chunks of Aussie beef, braised with onions, garlic and gravy, encased in the new low gluten pastry.

“From listening to our customers, we knew there was an opportunity within the low gluten/gluten free category, so we have been working really hard to make this pie a reality. We are delighted that we can finally announce it,” senior marketing manager, Kim Carlon says.

The brand plans to extend the low gluten product range to other product lines beyond the pie. The low gluten pie is available in-stores nationally for $7.95.