Fria AB and Jensen & Co – A collaboration for the future
From 17 September, Jensen & Co takes over responsibility for the leading brand within gluten-free frozen bread in Norway and the rest of the Nordic region, namely Fria.
Fria is a Swedish company that was started 20 years ago by the married couple Gunnar and Lena Adås in Gothenburg. The story is also briefly told in this film:
7-8% of the population in Norway has some form of gluten intolerance, and around 1 million Norwegians eat gluten-free regularly or occasionally.
Fria’s products are baked in a dedicated gluten- and dairy-free facility using their own unique flour blend to assure delicious results. In order to guarantee product safety and quality, raw ingredients and finished products are continually checked in the bakery and the lab. Once baked, Fria’s products are frozen to retain their fresh-baked flavour and texture.
Fria strives to increase awareness of the gluten-free market, and improve the lives of people with gluten intolerances by providing delicious, nutritious baked goods.
Jensen & Co has an ambition to be Norway's leading supplier of good and natural health food products.
Our focus is on natural, pure raw materials and free from the category.
Fria AB is No. 1 in Norway and the Nordics for gluten-free frozen bread, and is the taste favorite among consumers.
Fria is also in a very positive process where they want to strengthen the portfolio, the brand and the position among consumers.
We look forward to together strengthening Fria on the Norwegian market.