Feel free!
Food producers are tapping into the needs of consumers who have made a lifestyle choice to eat foods that are free of gluten, wheat and even dairy. This has presented a huge opportunity for retailers to increase sales in a relatively new category
Print12 June 2014
AT A GLANCE: FREE-FROM
- Over the last year Kelkin has launched 12 new free-from products
- Avonmore produces Ireland’s only lactose free milk brand and it is one of the fastest growing milk brands in the country
- Juvela breads now have a new improved recipe, giving a softer bread, perfect for sandwiches
- PureBred has adapted its skills to produce a low fat, high fibre, fresh tasting, gluten and wheat free bakery range
- Slimwich is a unique, great tasting addition to the PureBred range and is appealing to a wide market, not just the gluten free consumer
- New to the free-from category is Rudd’s Gluten Free Sausages
- The PureGreen Juice Company produces vegetable juices that are 100% raw, natural and locally sourced
As the benefits of a gluten and additive free diet is realised, consumers are willing to try products and often pay more for them if they feel they are beneficial to their health. The free-from category is not confined to those consumers who buy these products out of necessity, but for those who are health conscious and are opting for products that they feel are of a high nutritional value and are considered to be pure. Irish retailers are being encouraged to explore options for dual placement of products such as gluten-free breads within the main bakery category, as well as in the free-from category. PureBred has run trials and has achieved great success from this in other countries. The free-from section is the traditional place for all gluten free products, however as awareness of the benefits of the gluten free lifestyle grows there is an opportunity for sales in the main bakery space where the customer makes their bread choice.
While free-from products used to be confined to breads and biscuits, now it is being extended into sauces and meat products like sausages. For example, gluten free sausages have seen a 47% increase in sales year-on-year, according to Rudd’s. Let’s just say that it would be foolish to ignore this dynamic category.
Kelkin to work with retailers to grow health in-store
Kelkin continues to work with retailers as a free-from category partner and is working hard to realise its vision for a health and wellbeing destination area within the shop.
Kelkin has recognised how consumers’ mind-sets are changing as there is an overall drive to lead healthier, more active lifestyles, make positive choices and overall improve their family’s wellbeing.
Kelkin prides itself on its wide range of great tasting, free-from products and is constantly working to improve both quality and choice of products for consumers.
Over the last year Kelkin has launched 12 new free-from products. This growing range of breakfast cereals includes a range of Pure Oat Porridge and Muesli, along with a new addition to its successful Buckwheat Flakes range. Kelkin has also introduced Raspberry Jaffa Cakes which are unique to the category, providing more choice for consumers.
The company’s in-house nutritionist provides invaluable expertise when working on new product development and plays a core role in producing up-to-date information for coeliacs and people choosing to live a free-from lifestyle. Kelkin’s new website provides a source of valuable information for both retailers and consumers. Check it out at www.kelkin.ie or find Kelkin on Facebook or Twitter.
If you would like more information on products or free-from plans from Kelkin Ltd or would like to sign up to the quarterly newsletter, contact info@kelkin.ie or telephone 01-4600400 or alternatively visit www.kelkin.ie or facebook.com/kelkin.ie.
Avonmore launches lactose free milk
Avonmore, Ireland’s most chosen FMCG brand, (Source: Kantar) produces Ireland’s only lactose free milk brand and one of the fastest growing milk brands in the country. Avonmore Lactose Free Milk gives lactose intolerant consumers what they want: all the goodness of dairy without the lactose. Consumers love the great taste of the group’s Lactose Free Milk and they are proven to be loyal purchasers. With the free-from sector becoming more relevant to consumers, Avonmore will continue its lactose free programme by growing distribution, educating consumers and encouraging trials.
New recipe Juvela bread with added goodness
Juvela breads now have a new improved recipe. The new recipe gives a softer bread, perfect for sandwiches, but that still makes delicious crispy toast. Not only is it softer, the new recipe white and fibre sliced bread is now high fibre, low fat and a source of calcium, iron and folic acid.
For more information, visit www.juvela.ie.
Success through gluten free living
PureBred has taken a holistic and nutritionally balanced approach to baking delicious fresh tasting gluten and wheat free breads. Its skilled bakers have perfected traditional baking methods over the past 40 years in this family run bakery in Ardara, Gallagher’s Bakery. The company has adapted these skills to produce a low fat, high fibre, fresh tasting, gluten and wheat free bakery range; PureBred.
Now that the unbelievable benefits of gluten free living are being recognised, PureBred feel it is important that people have a great tasting nutritionally balanced option. It was common place in the past for people following a gluten free diet to completely exclude bakery from their meal occasions; thankfully, this is no longer the case.
The free-from market and in particular the gluten and wheat free sector continues to enjoy substantial growth globally. There is an ever-growing sector of the population that are choosing to follow a gluten free lifestyle due to its many health benefits with up to 10% of the UK population now following an avoidance diet on the grounds of food sensitivity.
From experience PureBred would urge Irish retailers to explore options for dual placement within the main bakery category. The company has run trials and has achieved great success from this in other countries. The free-from section is the traditional place for all gluten free products, however as awareness of the benefits of the gluten free lifestyle grows there is an opportunity for sales in the main bakery space where the customer makes their bread choice. This growth is also having an impact on the demands from the customer. The brand believes that as this market grows, the demand for more nutritionally balanced options also grows. The gluten free community are now beginning to look to include those nutrients that are commonly deficient in gluten free diets e.g. fibre. PureBred endeavours to always take a holistic and nutritionally balanced approach in developing and growing its range.
The PureBred range is not only great tasting but also low in fat and high in fibre. PureBred’s White Farmhouse Loaf is less than 60 calories per slice, just two slices of its Multigrain Farmhouse Loaf contains 20% of an individual’s daily fibre content and its Wholegrain Rolls have less than 1.5g of fat per roll.
PureBred is unique in that it offers the largest range of gluten free bakery products from breads and rolls to confectionery. The company has just completed and is planning to launch a new and innovative sandwich alternative; PureBred Slimwich. Slimwich is a unique, great tasting addition to the PureBred range and is appealing to a wide market, not just the gluten free consumer. In the coming months you will also see a range of gluten free bread, cupcake, pancake and muffin mixes for the growing bake at home market. At PureBred, the company strives to constantly develop new products to supply gluten free retailers so they can react to the ever changing free-from market.
PureBred is currently available nationally throughout Ireland in all leading retailers. As the gluten free market continues to grow at a rapid rate, PureBred believes it is sure to become a household name, especially with its taste, texture and uniquely balanced nutritionals. The PureBred range is not only appealing to the gluten free community but a healthy alternative for anyone. For more information, go to www.purebred.ie.
Rudd’s launches gluten free sausages
With 75% meat content in this SKU as with all Rudd’s sausages, this makes them one of the meatiest sausages on the market
New to the free-from category are Rudd’s Gluten Free Sausages. Made in Birr, Co. Offaly using Bord Bia approved pork, this product is guaranteed to bring a new lease of flavour to the range of gluten free sausages currently available on the market.
With 75% meat content in this SKU as with all Rudd’s sausages, this makes them one of the meatiest sausages on the market. This product delivers on both texture and flavour, with the same delicious peppery taste that is synonymous with all Rudd’s sausages. The free-from category is continuing to grow, with gluten free sausages up 47% year-on-year.
Consumers are becoming more allergen aware with a growing number of consumers opting for free-from products as they are beginning to increase their awareness of the ingredients in their food and are making better choices as a result. This category is therefore not only for those who buy the products out of necessity, but for those who are health conscious and are opting for products that they feel are better for them.
According to the brand, Rudd’s Gluten Free is outperforming key competitors in taste, texture and meat content in blind internal taste tests. The sausages are available now in all major retailers in trays of nine at a weight of 324g with an RRP of €2.99.
Keep it PureGreen
The current juicing trend is taking Hollywood by storm with A-listers like Gwyneth Paltrow and Jennifer Aniston showcasing the benefits of incorporating juices into their daily routine. Now there is an Irish solution to getting all your greens in one go. The PureGreen Juice Company produces vegetable juices that are 100% raw, natural and locally sourced. A unique and easy way to get your five-a-day, these perfectly blended vegetable elixirs are not only packed full of nutrients and health benefits but also taste delicious. These raw juices such as The Liquid Lunch and Super Juice are packed full of leafy goodness such as kale, spinach, cucumber and wheatgrass.
Dubliners are already flocking to the company’s main stockist, Bubblicity stores in Dublin’s Georges Street Arcade and Middle Abbey Street for their daily sustenance of PureGreen juices in liquid form. PureGreen juices are also available from certain Londis and Centra stores, the BodyFirst Nutrition Store in Clontarf, The Paleo Meal Deliveries Company, Crossfit Gyms and some leading hotels. The company is launching a children’s range of vegetable juices in the coming weeks. For more information on stocking these juices that are sure to be a hit with the free-from advocates, go to www.puregreen.ie.
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