RH Amar, the UK’s leading fine food importer and distributor, adds Provena, a specialist brand in gluten free foods, to its portfolio of fine foods. RH Amar will exclusively represent Provena’s premium range of gluten free oats, cereals and baking flour to key retail, convenience, independent and foodservice accounts in the UK.


The UK Gluten Free market is worth £184m and grew by +15% in the past year (2013/2014)* as consumers increasingly buy into the gluten free category as part of a wider, healthy-eating lifestyle.

Provena’s range of gluten free oats and oat-based cereals offer a better consistency and a great taste. Moreover as a specialist gluten free manufacturer it offers shoppers complete reassurance that its foods have not been contaminated with gluten in the production cycle. Provena oats are cultivated on farms that don’t handle other cereals, are harvested with a pure thresher, transported in a pure vehicle and packaged at a premise that only handles oats.

“We see substantial opportunities for Provena in the UK market with the growing demand for free from foods, that for many consumers are part of a wider lifestyle choice,” says Lesley Parker, Senior Brand Manager, RH Amar. “Moreover, the Hot Cereals Market is worth £254m and has grown 22.7%** in the past couple of years. We have already started to see a strong demand from our customers for Provena.”

The Provena portfolio includes a range of Breakfast products and gluten free flours for traditional baking.

Provena Gluten Free Jumbo Oats are 100% whole grain oats that are rich in fibre (11%) and perfect for use in porridge and baking. Available in 500g boxes RRP £3.49

Provena Gluten Free Instant Oatmeal, Raspberry is a quick and easy oatmeal cereal in popular raspberry flavour. Available in 200g box containing five 40g single serve sachets, users simply add water or milk and stir RRP £3.49

Provena Gluten Free Instant Oatmeal, Apricot is a quick and easy oatmeal cereal that contains 15% fruits. Available in 200g box containing five 40g single serve sachets, users simply add water or milk and stir. RRP £3.49

Provena Gluten Free Oat Muesli is a tasty combination of oats, apple, date, raisins and sunflower seeds and as delicious as regular muesli. Rich in fibre it comes in 600g box, RRP £6.49

Provena Gluten Free Whole Grain Oat Flour is made using 100% wholegrain oats, available in 400g plastic bag, it is a healthy, delicious gluten-free flour for baking biscuits and breads. RRP £3.49.

Provena Gluten Free Baking Flour with Oats offers a lighter flour, suitable for all gluten free baking, for cakes and breads. It is made with 10% of pure oats and available in 450g plastic bags. RRP £3.99

Provena Gluten Free Oat Bread Mix offers a darker flour specially made for making bread. Containing 61% pure oats and 5.2% fibre, it is naturally nutritious and when used, delivers a taste and texture close to regular bread. It is available in 450g plastic bags.

“RH Amar, as one of the UK’s leading food distributors, wields a real weight in our target UK accounts. Its entire team displayed an unmatched level of knowledge and experience of the UK retail landscape, and showed a genuine passion for our products and brand,” comments Kati Mansikkaviita, Export Manager, Provena. “RH Amar provides everything we wanted from a distribution partner – an experienced team of top notch sales, marketing and distribution professionals under a single roof,” she ends.

* Mintel free from report Nov 2014

** Mintel Breakfast Cereals August 2014


Comments are closed.


To use this website, you must be aged 18 years or over
* by clicking above, I agree that I am over 18 years of age
Get Wholesale Manager delivered to your inbox for FREE
Join over 15k subscribers