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Doves Farm Oat Flour

Doves Farm is launching a new organic specialty flour range designed to appeal to “adventurous home bakers”.

The six-strong range comprises oat, cconut, chickpea, quinoa, teff and brown rice flours (rsp: £2.10-£4.20/260g-500g).

It offered “unique flavours and textures as well as nutritional and environmental benefits”, said Doves Farm.

All products in the range are vegan and gluten-free and are billed as offering a source of fibre and protein.

Sales of organic flours had grown by 84.2% in the last year, said Doves Farm, citing Kantar data [52 w/e 21 February 2021].

The category was boosted by the lockdown baking boom and a growing consumer appetite for sustainably grown ingredients, it said.

Specialty flours also grew by 48.7% as home bakers experimented with new flavours and sought out specific nutritional benefits, it added [Kantar].

Doves Farm founder Clare Marriage said the brand intended to meet the increased demand for specialty flours, which offer “new tastes and textures, as well as health and environmental benefits”.

The new Organic Specialty Flour range was “intended to appeal to more adventurous home bakers”, offering “delicious speciality flours that can be used in a variety of bakes”, she added.

Last year, Doves Farm sold food boxes direct to consumers after the home baking boom meant its gluten-free flours went out of stock in Sainsbury’s and Morrisons.

In November 2019, it launched a quartet of ancient grain flours to appeal to bakers looking to put new twists on traditional recipes, it said.

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