Free-from is enjoying rapid growth in the frozen category albeit from a low base, with value sales up 17.7% year-on-year to £7.4m [Kantar Worldpanel 52w/e 20 March 2011]. And this year could be better still thanks to the entry of a host of own-label ranges into the sector.

Dr. Schär UK has produced the first free-from frozen own-label ranges for Tesco, The Co-operative Group and Irish supermarket chain Dunnes, and is advising Asda on its gluten and wheat-free offering. Retail brand manager Emma Herring predicts that the next major innovation will be in ready meals.

"Fast, easy food solutions are something our customers are keen to see more of, with a recent Dr. Schär survey showing that 43% of consumers would like to see more frozen gluten-free ready meals in-store," she says. Better merchandising would also help.

"In the frozen sector, there are only a limited number of items specifically labelled as free-from or gluten-free," says Kate Newman of Coeliac UK. "Usually supermarkets do not have a specific 'free-from' section in the frozen aisle, meaning people with coeliac disease are often having to search to see if a product is being stocked or not.

"Furthermore, there are a number of both frozen and chilled ready meals which do not contain gluten, but are not branded as 'gluten-free' or 'free-from' such as curries, fish pies and cottage pies." The multiples' new positioning of American organic brand Amy's Kitchen products as free-from, rather than vegetarian, is expected to drive innovation in the sector.

And the new own-label offerings should help it address some of its pricing issues. Frozen free-from has struggled to stay affordable, according to Newman, citing a 2009 study that found gluten-free foods cost typically three to four times more than their gluten-containing equivalents.

Focus On Frozen Food

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