What Is Free From?
As we have seen Free-from is among the latest food trends plastered all over the shelves here in the UK. Whether you call it clean-label or wholesome, consumer demand for ‘naturalness’ is driving the category.
However, Free-from has suffered some backlash due to its sugar content which is causing manufacturers to re-evalute how they formulate these products to appeal to the wider health-conscious consumer.
Have a listen to our MD speaking with Vitafood Insights about this issue in the podcast Defining a Market: Free From What?