Kate's Cakes has launched a free-from range under a new You Can! label to make its products more easily identifiable for people suffering from food intolerances or allergies.

The seven-strong range comprises three new lines, a dairy-free muesli bar, a wheat-free Choc & Nut bar and a dairy and gluten-free fruit & seed bar, as well as four of the company's existing free-from products, including a dairy free granola bar and a gluten-free chocolate orange brownie.

The company said the range and new launches were in response to growing demand for free-from products from consumers including those who had no food intolerances but who wanted less gluten and wheat in their diets. The range made it crystal clear that the products were free-from, it said, adding that while consumers might expect all muesli bars to be dairy-free, some contained dairy proteins that could trigger an allergic reaction.

The free-from category in the UK is worth £190m, according to IRI.