Juvela, a subsidiary of Tooru plc (AIM: TOO), is a long-established leader in gluten-free foods - known for its high-quality and long-established coeliac prescription products and, more recently, for its dynamic expansion into the retail “Free From” category.
Under Managing Director Joe Mitchell, the company has transformed from a prescription-only leader into a fast-growing retail challenger, launching the award-winning OAF brand to bring personality, innovation, and taste to the “Free From” aisle.
In this interview, investors will hear:
- How Juvela has grown from under 500 to nearly 3,000 retail distribution points in just nine months
- What the thinking is behind its dual-brand strategy with Juvela and OAF and how it’s winning shelf space and shoppers’ hearts at Tesco
- How OAF’s success in Tesco and at the “Free From” Food Awards is reshaping consumer perceptions of gluten-free, and why the “Free From” category is poised for continued growth across retail, snacking, and new markets
- How Juvela’s unique gluten-removed wheat starch process creates a superior bread experience and why innovation, quality, and consumer insight are central to Juvela’s continued growth
Reasons to add Tooru plc to your watchlist:
- Founder-led management with meaningful personal investment leaving them fully aligned with shareholders
- Strong market position in the fast-growing “free-from” and plant-based food categories supported by established retail and prescription channels
- Product advantages through significant investment in ingredient formulations to deliver products that aren’t just healthy but tasty, too
- Integrated growth platform with in-house digital agency Market Rocket providing leading edge online marketing
- £15 million in gross sales value and positive EBITDA performance achieved shortly after IPO
- Compelling organic growth outlook: With ambitions to capture 10% of the £120m gluten-free bread market by 2027 and expand into snacking and export channels, Juvela is a major growth engine for Tooru plc
- Clear acquisition strategy to consolidate a fragmented wellness market through selective brand acquisitions that complement existing operations
- Re-Valuation potential: Previous acquisition interest valued Juvela at over £10 million, underlining its strategic importance within Tooru plc
Joe Mitchell, Managing Director at Juvela, was interviewed by John Hughman for focusIR.
