Gluten free brand Dr. Schär UK hopes to drive sales in the Free From category by highlighting a newly emerging condition – gluten sensitivity – whose symptoms affect up to 6% of the population, it claims.

The company has kicked off a £1m marketing campaign to highlight the symptoms of gluten sensitivity which, it says, include abdominal pain, bloating, diarrhoea, constipation, headache, fatigue, limb numbness and anaemia. It also commissioned a survey to ascertain the full extent and understanding of the condition.

“We’ve learnt that a large number of people are experiencing a wide range of symptoms, many of which mimic those of either coeliac disease or wheat allergy,” said Dr. Schär UK retail brand manager Emma Herring. “We’re hoping the increased public awareness of gluten sensitivity and this heightened healthcare professional brand awareness will mean we become the ‘go-to’ brand for those advised to remove gluten from their diet.”