Focus On Free-From

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It’s not just Wimbledon champions – more and more of us are fancying free-from. But what is the category doing to entice consumers and drive ongoing growth, asks Vince Bamford


Talk about a grand slam.

Free-from suppliers netted some fantastic free publicity recently when new Wimbledon men’s champion Novak Djokovic attributed his sporting success to a gluten-free diet. Not that the market needed much help.

Although growth has slowed slightly from the 16.8% recorded last year to 14.5% [Kantar WorldPanel 52w/e 17 April 2011], the £199.5m category is in good health – particularly when it comes to gluten-free.


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A FIGHT FOR SHELF IMPROVEMENT
Suppliers and retailers square up over the best ways to position free-from in stores

BEYOND LACTOSEINTOLERANCE
How dairy-free producers plan on attracting new consumers in the coming months

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