The free-from category is booming, widening into new categories and pulling in mainstream manufacturers keen to grab share
Free-from has hit the big time. As value sales soar for the third year running, the big boys have entered the fray, while the category takes a more centre stage role in supermarkets as they recognise its increasing consumer pulling power.
US health food giant Boulder Brands is the latest supplier to want in, launching 50 gluten-free and dairy-free products in the UK under its Udi brand this summer, following Heinz’s launch of a gluten-free pasta range in February. And Warburtons is stealing the spotlight in the ‘normal’ bread aisle with an increasing array of free-from formats in its rebranded Newburn Bakehouse range.
Our special report canvasses expert opinion and uses exclusive research to look at where the category is going; studies the rise of dairy as the biggest sector within the category; ponders the dilemma of where free-from products should be sited in store; and rounds up the latest product developments in the category.
Also inside our special feature:
Which sector has become the biggest category within free-from – and why? Read more
Where is it best to market free-from – in mainstream aisles or separate dedicated areas? Read more