The free-from category is booming, widening into new categories and pulling in mainstream manufacturers keen to grab share

Gwyneth Paltrow

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:

Tesco Free From Rice milk

Healthy choice for all

Which sector has become the biggest category within free-from – and why? Read more

 

Free From

Location, location

Where is it best to market free-from – in mainstream aisles or separate dedicated areas? Read more

 

Alpro Lemon and Lime yoghurt

Up against giants

Smaller players continue to compete against giants with vigorous NPD Read more

 

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