Bürgen® gluten-free bread is a NZ product that's been available for years. Currently, there is only the three types, but mine like it better than their previous bread-of-choice.
Only the specific gluten-free manufacturers have their products in the Health Section. Most of the product, that happens to be gluten-free, is spread throughout the supermarket. For example, gluten-free products like San Remo Pasta, Carmen's Muesli Bars, Macro flours, Changs Rice Noodles, Kikkoman Soy Sauce, Select White corn tortillas, etc are all located in their respective product aisles. Even, gluten-free bread is in with it's glutenous counterparts.