Free up
Free From brings together top food brands like Keogh’s, Oatly, and The Happy Pear, championing tasty, inclusive eating, writes Ryan Brennan
Print20 June 2025
Free From has emerged as a leading curator of “free-from” food brands—like Keogh’s, Oatly, The Happy Pear, Foods of Athenry, Galberts, JLAL, and Pizza—positioning itself at the intersection of health, taste, and innovation. As consumers increasingly seek healthier eating without compromise.
Consumer demand for “free from” products is at an all-time high. Brands offering gluten-free, dairy-free, and allergen-conscious options are leading the way in innovation and inclusivity. Whether it’s for health reasons or lifestyle choices, shoppers are seeking delicious alternatives without compromise. In our June issue, ShelfLife will highlight the top trends, products, and growth opportunities in this booming sector—putting your brand in front of the health-savvy and ingredients-aware audience.
What began as a niche offering for allergies and intolerances has evolved into a mainstream lifestyle choice. Research indicates that UK consumers view free-from foods as beneficial for digestive health, and many Irish adults now follow a gluten-free diet, reflecting a broader shift toward health-led decisions. Free From answers this with a product portfolio that’s not only “free-from” but often fortified with added fibre, protein, and essential nutrients.
Free From is leading the charge—bringing together trusted, values-driven brands that meet rising expectations for taste, wellness, and sustainability. In an age where clean labels and conscious choices matter more than ever, Free From is helping redefine what every day eating can be.
Oatly expands in Ireland with chilled range
Oatly chilled range
Oatly, the world’s original and largest oat drink company, has expanded its range in Ireland, with three chilled products now available. The number1 selling Barista Edition Oat Drink, along with Whole Oat Drink and Semi Oat Drink are now thoughtfully located in the refrigerated section of grocery stores.
The drinks benefit from the inherent goodness of fibrous oats and contain vitamins and minerals including calcium, riboflavin, vitamins B12 and D. They are low in salt and saturated fats, and best of all, have a consistently lower climate impact than comparable cow’s milk1. No dairy, no soy, and no storing at room temperature.
The chilled range includes:
Barista Edition Oat Drink: The best-selling oat drink for coffee lovers, Oatly’s Barista Edition has been formulated to work perfectly in hot drinks.
Whole Oat Drink: A creamy oat drink that’s great for everyday because it gives just about anything a richer taste.
Semi Oat Drink: With1.5% fat, this smooth and subtle product can be poured on cereals, used in smoothies, splashed in tea and of course, it performs amazingly well in coffee too.
Chilled Barista Edition, Whole and Semi are available in retailers across Ireland including SuperValu, Tesco and Dunnes. For more information, visit www.oatly.com
The Foods of Athenry
At the core of The Foods of Athenry is a dedicated farm family with a deep passion for creating wholesome, delicious food—gluten-free, vegan, and traditional—that they’re proud to serve at their own table. Like many farming families, they blend necessity with heritage, using time-honoured recipes passed down through generations. Each product is made from scratch using original recipes and only the finest, high-quality ingredients.
Siobhan Lawless, founder & managing director, said: “Our mission is to deliver premium, clean-label products that promote a healthier way of living.
“You can trust that everything we offer is entirely free from artificial colours, flavours, sweeteners, preservatives, GMOs, and hydrogenated fats.”
From wholesome cereals and soda bread cracker toasts to bars, cookies, shortbread, cakes, and a delicious selection of seasonal Christmas treats, there’s something to delight every member of the family. Whether you’re grabbing a quick snack on the go or looking for a twice-baked gourmet soda bread toast to elevate your next cheeseboard, The Foods of Athenry has you covered. Their products are available nationwide in Tesco, Dunnes Stores, SuperValu, independent retailers, and online at foodsofathenry.ie.
Elevating quality in the Irish Free-From market
Galberts Gluten Free Puff Pastry – a high quality, ready rolled chilled pastry sheet that delivers the indulgent flakiness of traditional puff pastry, without the gluten. As one of Galberts most highly sought after products by consumers, this Gluten Free Puff Pastry is a must have for anyone following a Gluten Free diet.
According to the Coeliac Society of Ireland there are an estimated 400,000 people in Ireland with some form of gluten intolerance, demand for Gluten Free products has never been stronger. However, the gluten free category extends beyond medical needs, with many consumers opting for gluten free products as a lifestyle or health choice.
The ready rolled puff pastry sheet is extremely versatile – perfect for a wide range of homemade dinners and desserts. Where Gluten Free consumers find their shop restricted to the limited range of Gluten Free products available on shelves, this pastry enables them to create a whole range of family favourites with no fuss and great taste! Perfect for sausage rolls, croissants, pies, tarts and much more!
Galberts Gluten Free Pastry is suitable for coeliacs, vegans and vegetarians. It is allergen safe and packed in a protective atmosphere to preserve freshness and extend shelf life – a win for retailers and consumers alike.
Available in selected Dunnes, Supervalu, Tesco and Spar/Eurospar stores across Ireland.
Find out more about Galberts full product range at www.galberts.com.
Happy Pear’s launch new Energy Balls
The Happy Pear have launched brand-new Energy Balls in Choc Date Caramel Crisp and Peanut & Cranberry flavours. These mouth-watering bites are plant-based, sources of fibre, and gluten-free, making the perfect, satisfying snack for any time of day.
The Choc Date Caramel Crisp energy balls are made up of a divine blend of dates, creamy peanut butter, crispy soya puffs, and a hint of sea salt, all enveloped in rich, velvety dark chocolate.
These wholesome delights contain only 95 kcals per ball, ideal for an afternoon sweet treat or tasty dessert.
The Peanut and Cranberry balls are just as tempting and delicious.
The balls contain a blend of dates, roasted peanut butter, fragrant desiccated coconut, crunchy peanut pieces, nutritious chia-seeds, and tangy cranberries.
With only six ingredients and 102 calories, these bursts of flavour will crush cravings and fuel your day.
The Happy Pear Energy Balls are the ideal snack for hectic days in the sun, pre-workout bursts, and boosts of nutrition on-the-go.
To celebrate the launch of their Energy Balls, The Happy Pear will be popping up at different saunas across the country each Saturday this month.
They will be offering free sauna slots and energy balls to attendees for an invigorating Saturday activity.
Pick up the brand new energy balls at SuperValu and Centra stores nationwide, and head to @thehappypearfoods on TikTok to see how you can redeem a slot at one of their sauna takeovers!
Gluten free porridge to go
Local producer, Just Live a Little, have expanded their breakfast offering with the launch of two gluten-free porridge pots. Designed for a tastier, healthier breakfast, they are the perfect solution whether you are at home, at work or on the go.
The new porridge pots gluten-free, with no refined sugar, suitable for vegans and promote good gut health.
The new range come in two delicious flavours; Maple Syrup, and Apple & Cinnamon.
Packed in branded shelf ready packaging (8x60g) the pots are 100% recyclable, in line with the brand’s sustainability policy.
Just Live a Little Gluten-free porridge pots are available to order now at an RRSP of €1.50 for 60g.
www.justlivealittle.com
hello@justlivealittle.com
If you Keogh, you know!
Proudly Irish and family-farmed for generations, Keogh’s continue to deliver the authentic Irish taste consumers know and love with quality at the forefront of their Crisps & Popcorn range.
Crafted in small batches on their farm, Keogh’s select only the best potatoes, paired with the finest quality of high oleic sunflower oil. Each batch demonstrates their dedication to local sourcing, as ingredients are carefully selected from local Irish suppliers. Their unwavering passion has seen Keogh’s Crisps growing eight times ahead of the market*.
Keogh’s Popcorn goes from strength to strength continuing to be the best performing brand within the Irish popcorn market with 60% growth*. The Bigger Bite Popcorn range has 3 delicious flavours with unique taste and quality – Honey & Sea Salt, Atlantic Sea Salt and Butter & Sea Salt all popped with love on the family farm in North County Dublin. All variants are gluten free.
As consumers evolve and adapt, Keogh’s range of gluten-free crisps and popcorn aligns with the need for free-from options with vegan variants also available within the range. Keogh’s highlight the deliciously unique flavours and experience of enjoying Keogh’s snacks – If you Keogh, you know!
Great for you and the planet
Amisa Organic Buckwheat Flour
Amisa Organic Pure Porridge Oats
At Windmill Organics we believe that food should be great for you and the planet. We have a number of different brands in our portfolio, including Biona (our largest brand), Profusion, Amisa, RAW, and more. All of which contain products which are vegetarian or vegan and certified organic; without any nasty pesticides, stabilisers or chemicals.”
Our Amisa brand was born from the belief that food should always be delicious, and can be found in stores such as SuperValu, as well as many health food retailers. We’ve welcomed the ‘free-from’ movement with open arms, but why should ‘free-from’ mean foods that are lacking? Regardless of allergies, intolerances, dietary preferences, flavour should always be at the heart of what we eat, and ’free-from’ food should be no different. We source the best-quality, organic, ethical ingredients for our products. Very often, ‘free from’ foods use traditional ingredients, simply processing out the gluten, but we don’t take that approach. Instead, we use ingredients that are naturally gluten free, and combine them in clever recipes to create satisfying, exciting food.”
One of the best-selling products in the range is our Amisa Organic Pure Wholegrain Oats which are reassuringly batch tested for gluten using the ELISA method. Whether enjoyed in a bowl of warming porridge, or in delicious bakes; oats provide a great source of soluble fibre and keep you feeling full for longer. They are also packed in fully recyclable paper packaging and have won a Great Taste Award! Our Amisa breakfast cereal range also includes Apple Cinnamon oats, Four grain Porridge and Fruity Oat Muesli – all certified organic and batch tested for gluten.
Free from, full of flavour
As demand grows for convenient yet clean-label food options, Pizza da Piero continues to stand out on shelf with its multi-award-winning sourdough pizza bases. Proudly made fresh daily in Rathcoole, Co. Dublin using just six simple ingredients (Italian 00 wheat flour, toasted GM free soya flour, extra virgin olive oil, yeast, sea salt, and filtered water.)
Family-run and Irish-owned, Pizza da Piero was founded by Italian-born Piero De Vallier and his Dublin wife Cliona Swan. Every stone baked base is free from preservatives, additives, and dairy, making it ideal for health-conscious consumers and those seeking “Free From” solutions without compromising on taste or quality.
With both 12″ large and 5″ mini formats available, the pizza base range is vegan-friendly, freezer-friendly, and ready in just five minutes. Perfect for busy households, BBQs, or midweek meals, Pizza da Piero delivers artisan quality with everyday ease.
Stocked in Dunnes Stores, Tesco, SuperValu, Avoca, and independent retailers nationwide, Pizza da Piero is a must-have for your “Free From” meals.
For more information, visit www.pizzadapiero.ie. For trade enquires, contact Bob Tyrell: bob@pizzadapiero.ie
Read more: Fee fi free from
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