Our Top 10 Free-From Favourites
Trio of Free-From sweets. Gummy bears, cola bottles and midget gems. Free from sugar, gluten and gelatine. Available in Holland & Barrett in March and Sainsbury’s in July. Approved by vegan and vegetarian societies. Differentials:
- Bridges a gap for innovative sugar-free confectionary
- Increases the limited range of sugar-free gummy products.
Stevia chocolate bar added to the range. ‘Zoot Zero’ comprises four no-added sugar bars. Smooth, Zesty, Hint of Mint and a Creamy Milk. They are also gluten-free. Differential:
- Positioned as a ‘guilt-free’ alternative to sugar-filled snacks.
Gluten-free breakfast bars launched. Apricot and raspberry variants. Feature oats, cornflakes, fruit and seeds to keep consumers fuller for longer. Differentials:
- Taps into on-to-go breakfast trends
- Appeals to gluten-free consumers
- Comprises one of the recommended ‘five a day’ servings.
Gluten-free fish fingers Sold in freezers along-side mainstream variants in Asda from February and other stores from March. The new range is aimed at shoppers who are avoiding gluten as part of a healthy diet, rather than those with allergies. Differentials:
- Shows consumers it’s possible to eat gluten-free as part of your everyday lifestyle without sacrificing taste or quality
- Branded take on an own-label Free-From classic.
Fruity oat bars aimed at children 3 – 9 years old. Dairy-free and soya-free Sold in independent health food stores from March. Available in Strawberry, Blackcurrant & Apple and Orange Chocolate Chip. Differentials:
- Healthy, natural convenience food
- Reassures parents they are giving their children a healthy and natural snack.
Flora – Freedom – dairy free spread 12% of UK households have a dairy intolerance, but only 1% of available spreads are dairy free. Flora bridges this gap by producing a spread for consumers with an intolerance or allergy (or those who simply choose free-from products). Differentials:
- Flora freedom celebrates the plant-based ingredients and their health benefits and repositions the brand as the healthy alternative to butter.
- This is reflected in the new packaging design, which reflects the Powered by Plants message with a modern, natural looking design.
The Coconut Collaborative
Rice Pudding pots and Chocolate Ganache pots Dairy-Free deserts – made with coconut cream. Differentials:
- Each pot contains 110 calories
- Has half the saturated fat content of competitors
- Takes the battle to brands like GU
- Delivers taste but is also better for you than many of the current options available.
Oat-based breakfast brand, Moma, is expanding its range with its first Gluten-free and dairy-free vegan product. The Coconut and Chia porridge pot launched in Waitrose in January. It’s a blend of oats, chia seeds, coconut pieces and coconut milk powder. Differentials:
- A no-added sugar product.
- Taps into the convenience breakfast and superfood health trends
- Appeals to the increasingly high demands of dairy-free consumers.
Seven-strong range of gluten-free ready meals. There are 4 lunch options – Roasted Butternut Squash Risotto, Chicken & Prawn Paella, Spicy Singapore Chicken Noodles and Sweet Chilli Chicken Tom Yum Rice Noodles There are 3 dinner options – Chicken Tikka with Jewelled Rice, Sicilian Chicken Pasta and Thai Green Curry. Differentials:
- Bold branding
- Unashamedly gluten-free!
A new 7up variant, ‘Mojito’, has launched this month. It is the perfect option for health-conscious consumers looking for something a little bit different. Differentials:
- The new flavour is entirely sugar-free, and taps into the current sugar issue, a key factor in consumers’ purchasing decisions
- The mojito flavour captures the growing interest of cocktail flavours.
I’m sure you’ll agree, there have been some really fab new launches this year and we are certainly looking forward to seeing what other NPD 2016 brings! If you’ve a new, innovative Free-From product and are looking for help with launching your range or would just like to discuss this growing market, then call us on 01803 203387 or email at Hamish@food-and-drink.marketing.