The massive growth in the free from food market in the UK during recent years (estimated at £300m this year*) has not only benefited those people suffering from food allergies and intolerances, but has also proved a rich source of new business for many smaller food & drink producers.
And it’s with these food heroes in mind that Foods You Can, the number 1 resource website for food intolerances & allergies, has launched the People’s Choice Awards, in recognition of the now growing number of brands who are giving people whose food choices are often limited, a much wider range of products to choose from.
Whilst the larger brands are stepping up and improving their offerings, it is often the smaller food & drink producers who are really leading the way in improving the variety of products on offer in this market.
Relish, the Food Marketing Club, which provides resources and advice on building brands and succeeding in retail, have certainly noticed a trend in this direction.
“Many of our club members and clients are operating in the ‘free from’ market, with a diverse range of products from sauces and ready meals to cakes & biscuits. Either by design or simply on the basis that their product happens to fit the bill, they are benefiting from expanding free from ranges in supermarkets, and an increase in demand from consumers,” comments Claire Hooper, Co-Founder of Relish (www.relish-marketing.co.uk).
That’s why Relish were delighted to be asked by Bunmi Sobowale, Founder of www.foodsyoucan.co.uk and a food allergy sufferer herself, to judge the Best Free From Brand in her recent People’s Choice Awards.
“We’re been overwhelmed at the degree of goodwill in the voting so far – many sufferers see the producers of free from food & drink as lifesavers, giving them or their families the opportunity to eat what feels like a normal diet. There are some truly inspirational brands out there and we’re really looking forward to choosing the winner this week,” adds Jo, fellow Relish Founder.