Sainsbury's has signed an exclusive 12-week deal with a new baker that produces goods for nut allergy sufferers.
The Just Love Food Company, which is based in south Wales, will launch children’s celebration cakes to more than 200 Sainsbury's stores from 14 April.

The move is part of a push by Sainsbury’s to develop its free-from offering.

“Our vision is to be the retailer of choice for customers suffering from allergies or intolerances,” said Sainsbury’s special diets and health manager Philippa Brightman.

“The launch of these delicious cakes will hopefully help to solve an issue for many parents across the UK.”

Sainsbury's buyer Amy Lindegreen added: “We’re delighted to be the first supermarket to bring these celebration cakes to market and bring peace of mind to our customers faced with catering for a child with a nut allergy.

“The level of innovation and creativity means not only will these cakes delight allergy sufferers, they look and taste great enough for any children’s birthday party.”

Read more
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Tesco launches new frozen free-from range (16 March 2010)
Sainsbury’s sweetens up its NPD for summer (13 February 2010)