Tooru (TOO) said its retail-focused free-from brand, OAF, will be listed in selected ASDA stores from the beginning of April 2026. The group's leading branded gluten-free producer, Juvela, launched OAF, last year with initial listings established with TESCO.
Tooru said OAF has made “excellent progress” since the initial listings, with sales growth and an expanding range across more stores.
Meanwhile, Tesco has confirmed it will add three new OAF products to its free-from aisle after Easter, further widening the brand’s footprint.
Tooru said ASDA’s decision to stock OAF reflects the brand’s appeal in a free-from category the company described as growing quickly as consumers focus more on product ingredients.
Tooru’s CEO Scott Livingston said: “Our new OAF brand continues to go from strength to strength as consumers demand heathy and free-form options. This progress is clearly demonstrated by the agreement with ASDA to stock our products in a number of their stores. We are continuing to develop our distribution not only for OAF but across our portfolio from which we expect to deliver additional sales growth as the year progresses.”
View from Vox
A second major UK grocery listing is a clear step forward for OAF and should support volume growth through wider visibility. Going forward, the key will be how many stores carry the range, how quickly listings broaden, and whether distribution gains translate into sustained, profitable sales growth across the wider portfolio.