Focus On Free From: 11 July

By Rob Brown (rob_j_a_brown@hotmail.com) 

Advertising deadline: 12 June 2026

Submissions deadline: 19 June 2026

Print, digital and sponsorship opportunities

Most free-from food products come at a higher price than their standard counterparts – but this gap appears to be widening amid inflationary pressures. So what’s causing prices to rise and what are retailers and suppliers doing to support shoppers’ tighter budgets?

Pricing: Inflationary pressures

• Which segments of free-from are feeling the most inflationary pressure?

• To what extent are suppliers and retailers absorbing the impact?

• Many regions have ended NHS prescriptions for gluten-free bread – what impact is that having?

Innovation: Ground-breaking NPD

• Which suppliers are still managing to innovate amid inflationary pressures?

• What have been the most significant launches?

• How are retailers using seasonal events to launch free from products?

Deals: Mergers and acquisitions

• Which have been the most significant M&As in the category?

• How are these deals likely to impact the category?

• Why are investors interested in free from?

Product safety: Avoiding allergens

• How common are recalls in the category?

• Is mislabelling becoming more frequent as DTC platforms grow?

• What can suppliers and retailers do to better protect shoppers with allergies?

Innovations: We will profile two new products or ranges. We need launch date, rsp, and a hi-res picture of each.