freya's gluten free

Founder Carleen Booth (left) named the company after her niece, Freya Lehan, after she was diagnosed with coeliac disease

A new online shop is aiming to tap the free-from market with an exclusively gluten-free range.

Freya’s Gluten Free World is offering a choice of three boxes called Family Staples, On the Go and Sweet Treats, each available either as a one-off purchase or on subscription.

The startup also offers a range of 17 individual “store cupboard essentials” including Amisa pizzas, Orgran pasta and Organico pasta sauce.

There’s no minimum basket size and delivery costs a flat rate of £3.95, with orders despatched by Hermes.

The boxes contain at least 10 items each. This month’s Family Staples box includes Amisa pizza bases, Meridian curry sauce and Perry Court Farm crisps. It costs £30 per box including delivery, whether as a one-off or as part of a monthly subscription. Subscriptions last either three or six months.

The On the Go box costs £27.50 and includes biscuits, crisps and fruit bars. The Sweet Treat box, also £27.50, includes cookies, fruit puree and chocolate bars.

The company was founded by Harrogate businesswoman Carleen Booth after her nine-year-old niece, Freya Lehan, was diagnosed with coeliac disease. The site was launched as a blog in December last year and began selling in April this year. Orders have since grown from “a couple a week to tens a week,” according to Booth. “We’re not in the hundreds yet but we’re growing steadily,” she said.

Booth is former head of online for Fortnum & Mason and partnered with Tanya McMullen, who previously worked as Fortnum’s head of ambient food buying, to source the products.

“The gluten-free market is worth approximately £500m a year in the UK, yet it’s not always easy to find specific gluten-free products, particularly for children,” said Booth.

She added: “Freya’s Gluten Free World has developed from a blog where parents could share their experiences to one that now has family friendly gluten-free recipes, restaurant recommendations, handy articles relating to everyday situations such as eating out and safeguarding your kitchen and now a gluten-free food shop.

“We have a growing client base with customers located across the UK. Freya is the chief food tester and if it doesn’t pass the ‘Freya taste test’ we won’t stock it.

“Each box contains a personalised note to the recipient and is beautifully packaged.”

Like moths to a flame: free-from category report 2018