Dr. Schär, Europe's #1 Choice in Gluten-Free Foods Unveils a Major Breakthrough In the Form of a Flaky Croissant

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Just in time for National Croissant Day, Schär's Gluten-Free Croissant Launch is the First of Any Major Brand And In Response To The #1 Consumer Product Request

Known worldwide for their crescent shape and buttery, flaky layers, croissants have long been a staple of Austrian and French bakeries. Over the years, this viennoiserie (Vienna-style) pastry has become a global legend and can be found everywhere from the freezer aisle to five star restaurants. Now, with help from the visionaries at Dr. Schär, the beloved baked good holds a place in yet another category – gluten-free.

Schär, a brand of Dr. Schär AG/SPA with headquarters in Burgstall, Italy, is the worldwide leader in gluten-free foods. A pioneer in their field, the company is relentless in finding innovative ways to create flavorful foods that can be enjoyed with confidence. The all-new gluten-free croissant is a remarkable breakthrough in the gluten-free category. As the number one requested item on the new product wish list, Schär is giving the celiac and gluten sensitive community a little extra indulgence.

While others attempted a gluten-free croissant, no one could master its signature light, flaky texture. “Our world-class team of food technologists, based in the AREA Science Park near Venice, Italy, set out to accomplish one thing – to ensure that we deliver not only amazing taste, but also the pastry’s authentic consistency, which is extremely difficult without the use of gluten” said Hannes Berger, Executive Director of Dr. Schär, “Through dedicated research, our goal was to make what was once considered an impossible option, a reality, and we’re very proud to have achieved that.” In addition to being featured at the upcoming EXPO WEST Natural Foods Show in Anaheim, CA, the March croissant launch will be supported by an extensive “Bakery” marketing campaign.

Their success stemmed from the discovery that a small amount of wheat starch, processed to remove gluten, allowed them to add a durability to the dough that was key to achieving the croissant’s trademark crust. A new and unlikely ingredient, wheat starch was omitted from gluten-free foods before its safety was widely understood.

According to Pam Cureton, R.D., a celiac disease specialist at the Center for Celiac Research and Treatment in Boston, “Products made with gluten-free wheat starch are absolutely safe, even for people with particularly high sensitivity to gluten.”

With gourmet taste and authenticity that is imported straight from renowned dining destinations such as Italy, Spain and Germany, Schär is synonymous with superior flavor. Imported from Europe and available in both classic and hazelnut cream filled, their certified gluten-free croissants are safe for even the most sensitive consumer.

Designed for those with dietary restrictions but enjoyed by everyone, Schär offers delicious, high-quality products for every occasion. In the US Schär is available at grocery, natural and specialty gourmet stores nationwide as well as online at schar.com.

EDITOR'S NOTE: For more information about Schär and to arrange to speak with a company spokesperson, please contact Nancy Trent or Pamela Wadler at 212-966-0024 or pam(at)trentandcompany(dot)com.

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Pamela Wadler