Fee fi free from 

Explore how 'Free From' offerings are meeting dietary needs that align with the rising demand for healthier options, from supermarkets embracing the trend to evolving consumer preferences towards wellness and conscious consumption, says Shauna Bernard 


Brand Central

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4 July 2024

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‘Free From’ products have become indispensable solutions for individuals grappling with allergies, intolerances, or dietary restrictions, crafted to exclude specific ingredients like gluten, dairy, or nuts.

Their emergence has marked a significant shift in the food industry, prompting major supermarket chains to embrace this trend. With a keen eye on evolving consumer preferences, retailers have not only integrated ‘free from’ offerings into their shelves but have also developed extensive branded and private label ranges. 

This embrace of ‘free from’ isn’t a response to niche markets. Rather, it reflects a broader societal shift towards wellness and conscious consumption. Increasingly, consumers are seeking out options that align with their dietary choices and health goals. The ‘free from’ movement caters not only to individuals with specific dietary needs but also to a growing cohort of vegans, vegetarians, and flexitarians. 

Supermarkets have embraced ‘free from’, understanding its relevance to an increasingly health-conscious consumer base. With each passing year, the demand for such products continues to soar, driving innovation and expansion in this segment. Major supermarket chains recognise this trend and are actively expanding their ‘free from’ offerings to cater to a diverse range of dietary preferences and restrictions. 

In response to consumer demand, supermarkets are not only stocking more ‘free from’ products but are also improving their quality and variety. From gluten-free bread to dairy-free ice cream, the options available are becoming more abundant and delicious.  

Additionally, supermarkets are increasingly partnering with niche brands and manufacturers to bring unique ‘free from’ offerings to their shelves, ensuring that customers have access to a wide array of choices. 

Whether someone is vegan, lactose intolerant, or simply looking to make healthier choices, ‘free from’ products offer a solution that’s both convenient and satisfying. 

Just Live a Little 

Pictured: Raspberry Coconut & Cashew Granola portion pack

Kestrel Foods, the owner of snacking brands Forest Feast and Acti-Snack has launched Just Live a Little, a new gluten-free granola brand, into the breakfast category.  

Just Live a Little was created to offer a healthier option for those who want to enjoy a breakfast they can feel good about.  The range is gluten free, as well as supporting good gut health, and is free from refined sugars.    

Bronagh Clarke, marketing director, Kestrel Foods, said: “20% of consumers in Ireland actively choose to reduce or avoid gluten in their diet for many reasons, and this number is growing. Sometimes the choices in the category are restrictive in terms of taste and variety. In addition, the average granola has over 20% refined white sugar and with low nutritional quality.  

“We believe better food makes you feel better, so we only use whole grain gluten-free oats, mixed with fruit, nuts and seeds and finished with a generous dollop of nut butter for a creamy taste. Everything is batch-baked at our own gluten-free facility in Co. Armagh.”  

 As well as being gluten-free and vegan, the range is also high in fibre and supports good gut health.  

The range has a strong sustainability story, using only plant-based ingredients, carbon neutral oats and comes in fully recyclable packaging.  

 Just Live a Little Granolas come in four flavours with an RRSP of €4.75 for 360g:  

  • Maple & Toasted Pecan Granola  
  • Raspberry, Coconut & Cashew Granola  
  • Cocoa & Toasted Hazelnut Granola  
  • Peanut Butter & Red Apple Granola  

The Maple & Pecan and Raspberry, Coconut & Cashew varieties also come in handy 45g portion packs, perfect for instore cafés or for dual merchandising on clip strips alongside breakfast-to-go or yoghourt chillers.  

The launch is being supported by instore media, consumer press, sampling and social media.   

For more information, visit : www.justlivealittle.com or email marketing director bronaghc@forestfeast.com or head of sales barry@forestfeast.com  

Plant-powered Innovation! 

(L-R) Oddly Good’s Barista Original, Vanilla, Salted Caramel Oat Drinks and Dreamy Berry and Dreamy Lemon dessert

Pioneering Finnish plant-based brand, Oddlygood®, is now in Ireland with its new range of Barista Oat Drinks alongside two of its Dreamy Desserts hitting selected supermarket shelves in Tesco, Supervalu, Spar, Londis & Eurospar. The 100% plant-based and gluten free brand has also announced that it is partnering with the PRM Group as Oddlygood’s new Irish distributor.   

The innovative and tasty lineup available now includes:  

  • Vanilla Flavour Barista Oat Drink (RRP €3.25) – Comforting notes of vanilla essence with a creamy texture   
  • Salted Caramel Flavour Barista Oat Drink (RRP €3.25) – Subtly sweet and perfectly balanced   
  • Barista Oat Drink (RRP €2.69) – A traditional oat drink with superior taste  
  • Dreamy Lemon Dessert (RRP €1.99) – A zesty treat with a refreshing tanginess   
  • Dreamy Berry Dessert (RRP €1.99) – Juicy mixed berry flavours with a rich, indulgent texture  
  • Dreamy Caramel Dessert (RRP €1.99) – Creamy Caramel flavour with a smooth texture     

The brand was born from the innovation teams at Valio, Finland’s leading dairy brand and a major player in the international dairy products market. Oddlygood’s products are developed by its unique global team of dairy experts, with the aim of addressing the growing demand for quality plant-based products. Its new Barista Oat Drink range showcases superior taste and functionality – key purchase drivers in the market, while excellent foamability makes it perfect for coffee enthusiasts. It works brilliantly in smoothies and even baking.   

The brand has won Great Taste Awards for a number of its products, which is testament to quality and innovation. Oddlygood has also made significant investment into its manufacturing method to ensure product quality and minimal wastage; unlike many leading brands it uses 100% of the oat flour.   

For more information, visit oddlygood.com, email stuart@Oddlygood.com or @Oddlygood on Instagram, TikTok and Facebook 

Naturally nourishing 

Linwood’s selection of flaxseeds

Linwoods, a family-run business based in Armagh, offers a range of naturally gluten-free health foods. They use strict protocols to ensure their products are 100% gluten-free, with no risk of contamination during processing or packaging.  

As leaders in health foods, Linwoods aim is to enhance people’s health and wellbeing, helping them to feel great everyday by providing sustainable healthy food. They use the finest organic ingredients and sustainable practices to create delicious, nutrient-rich products packed with seeds, fruits, and nuts. They believe that small dietary changes can have a big impact on your health.  

Linwoods offers a variety of plant-based options, including single-ingredient products and delicious blends. Their products cater to all lifestyles and dietary needs, including vegetarians, and are perfect for anyone who wants to add more natural plant goodness to their diet.  

Houmous delights 

The Galway Kitchen’s Classic Houmous Snack Pack

The Galway Kitchen has launched a new, Houmous Snack Pack just in time for the summer snacking season. This is a new product by the brand, featuring their signature Classic Houmous accompanied by a serving of mini Italian breadsticks, designed for scooping and giving that perfect, light crunch. The Houmous Snack Pack is the perfect on-the-go product for those seeking a flavour-packed, vegan, healthy and filling lunch or snack option.  

Quality is a key focus for The Galway Kitchen, sourcing the finest ingredients to provide customers with the most authentic and delicious products. They constantly review recipes to ensure every ingredient is cooked in a way that adds the most flavour and avoid the use of artificial preservatives where possible. The Galway Kitchen focuses on natural ingredients, traditional recipes from around the world, and a commitment to creating delicious and wholesome food – think ‘authentic, global flavours made locally!’   

The Houmous Snack Pack is available at selected Tesco Ireland stores and customers can access lots of tasty, inspiring recipes and serving suggestions featuring their vegan, vegetarian and gluten free houmous and pesto products on their Instagram page @thegalwaykitchen. 

Fakeaway’ Friday’s 

Rosie & Jim Premium Quality Breaded Chicken Product Range

Rosie & Jim is a family business manufacturing premium quality breaded chicken for restaurants and butcher shops since 1997. “As a company, we have always asked ourselves – how can we do better? That’s why we made a conscious decision to develop our gluten free recipes in 2015 as the need for healthier meal options began to emerge.   

Our products are minimally processed using a blend of easier-to-digest flours that are not only crispier and retain less oil, but also leave you feeling lighter and more energized. We envision a world where it’s the norm for families to enjoy delicious, home-style meals together without having to worry about unwanted ingredients in the food. We are the first choice for everyone who loves healthy, honest, homestyle tasty food,”the company noted.  

With over 100,000 people diagnosed with Coeliac disease and a further 450,000 who are gluten intolerant according to Coeliac Ireland, Rosie & Jim highlighted that it is proud to support and empower those living a gluten free life with a range of products to take them from breakfast to dinner and even a fabulous ‘fakeaway’ on a Friday night.    

With more than 70 products in its range, innovation and continuous improvement are ‘deeply ingrained’ in its business. “We strive to achieve on trend, healthy meal options to both mainstream customers and those with dietary concerns. The quality and taste of our gluten free products are un-rivalled and widely recognised and celebrated through numerous ‘Free From’ and Quality awards,” Rosie & Jim products can be found on the shelves of many retailers and butcher outlets across Europe as well as Ireland.   

According to Rosie & Jim: “We pride ourselves on offering you the best quality and tastiest range of products. Just like you would make at home, but better!”   

Read more: A taste of freedom!



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