Health is wealth

Ryan Brennan reports on the key trends shaping the free-from category, from gluten-free innovation and allergen-friendly products to growing demand for clean-label options

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Demand for “free from” products has never been stronger, with gluten-free, dairy-free, and allergen-conscious options driving major growth across the grocery sector. Whether motivated by health needs or lifestyle choices, consumers are actively seeking flavourful alternatives that don’t compromise on taste or quality.

Free-from products are increasingly becoming a staple of the weekly shop as consumers seek greater choice across a range of dietary requirements and lifestyle preferences. The category continues to evolve beyond its traditional role of serving those with diagnosed conditions, appealing to shoppers looking for products that support digestive health, wellbeing and ingredient transparency.

Demand remains particularly strong in Ireland, where an estimated 100,000 people are living with coeliac disease and a further 450,000 are considered gluten intolerant. As brands continue to invest in innovation across categories such as bakery, snacks, cereals and dairy alternatives, retailers have a significant opportunity to drive growth by offering a diverse range of high-quality free-from products that meet changing consumer expectations.

Windmill Organics highlights free-from trends

Amisa Organic Apple Cinnamon Oats

Amisa Organic Porridge Oats

Gemma Williams, head of marketing at Windmill Organics:

“While the early surge in free-from demand was driven by health concerns and medical needs, the category is now thriving on taste, quality and ethics. The demand is strong, whether it be for brands or own-label, and especially from consumers seeking clean-label, minimally processed food.

“The rise in concern around ultra-processed foods is fuelling a shift towards organic as the ‘gold standard’ in free-from. And within organic, we find many consumers prefer the reassurance that brands offer them over own label, both in terms of quality and traceability.

“Overall, I think taste remains key, as the old idea that free-from meant bland is now long gone, and this is something both our Amisa brand really delivers on. Indulgence is also now a major trend, with shoppers expecting the same pleasure from free-from as they do from any food.

“Innovation and flavour-first experiences are essential. But that’s not enough. Consumers are increasingly label-savvy and environmentally aware. They’re scanning for added sugars, palm oil, allergens, and looking for products that fit into a sustainable lifestyle. We find that organic, flavour, and packaging sustainability are among the top decision drivers.

“Amisa was born from the belief that food should always be nutritious and delicious. Very often, ‘free from’ foods use traditional ingredients, simply processing out the gluten, but we don’t take that approach. Instead, we use naturally gluten-free ingredients and combine them in clever recipes to create satisfying, exciting food.

“We recently carried out a piece of consumer research for our Amisa brand, surveying 400 consumers who shop gluten-free products to find out their motivations for doing so. We found that 56% of them had purchased a gluten-free product in the last twelve months, with just over a quarter of them purchasing gluten-free products once a week.

“Interestingly, when we questioned their motivations for shopping gluten-free, the number one reason was for the health benefits, followed by better digestion and a gluten-intolerance / are a celiac only came third.

“In terms of what these consumers are looking for, ‘quality’ is the number one factor gluten-free consumers state that influences their purchasing decision the most, followed by ‘taste’ and ‘trust in the brand’. Over half (52.5%) also stated that the biggest challenge they face when buying gluten-free products is ‘price’.

“Finally, it’s worth retailers taking some time to consider which brands to stock in this area, as consumers are looking for more than just ‘free-from’ labels. They’re seeking transparency, sustainability, and quality, so brands like our own Biona and Amisa, which successfully combine certified organic status with great taste, tick all three boxes.

“One of our 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.

“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.”

Quorn Takes a Major Bite Out of Food-to-Go Sales with the Launch of Protein Bites

Quorn Protein Bites range

Quorn, the UK’s No.1 meat-free brand, is making a huge move in chilled snacking with the launch of Quorn Protein Bites, the brand’s first-ever single-serve snack range.

Created to recruit new shoppers and unlock incremental sales in one of the category’s fastest-moving sectors, Quorn Protein Bites will have a dual-launch in the food-to-go and main chilled meat-free fixtures of major supermarkets, creating meaningful impact across the store.

Mini in size, big on flavour

The vegetarian range is high in protein, low in saturated fat and a source of fibre, making the ideal side for lunch on the go or as a protein-packed snack between meals.

Snackable grab and go packs RRP £1.40, now available in Tesco, Morrisons and Sainsbury’s and coming soon to Asda and Eden Farm:

• Quorn Protein Bites Roasted 70g, 16g protein
• Quorn Protein Bites Sweet Chilli 70g, 15g protein

Perfectly portioned for a delicious on-the-go protein hit, these larger formats feature clear high-protein, low-saturated-fat call-outs on the front of the pack.

Food to go packs RRP £1.30:

• Quorn Protein Bites Cocktail Sausages 49g, coming to Morrisons
• Quorn Protein Bites Sweet Chilli Bites 45g, coming to Tesco and Eden Farm

Designed for lunchboxes and busy food-to-go shoppers, the smaller packs contain around 100 calories, which is clearly signposted on the front of the pack to help shoppers navigate purchases with ease.

Meeting shopper needs

Lucy Grogut, marketing director, Quorn Foods, said:

“We know that shoppers will be so excited to see Quorn entering the food-to-go fixture for the first time. Snacking is the largest recruitment sector into meat-free, and this range is set to be a huge growth driver for meat-free snacking.

“With 89% of shoppers on a ‘food for now’ mission and protein still being increasingly prioritised, we’re helping retailers tap into a clear opportunity to continue building this penetration.

“The concept achieved a 5* System 1 rating when tested, so we know that Quorn Protein Bites are perfectly placed to drive this momentum. We’re meeting growing demand for convenient, high-protein options that deliver on taste across even more occasions and formats.

“Quorn Protein Bites remove compromise, by delivering great taste alongside strong nutrition credentials, in affordable formats that work for busy, everyday lives. These are non-negotiables for many shoppers.”

Building on snacking momentum

Quorn’s snacking portfolio continues to be a key driver of shopper recruitment, bringing in over 500,000 new shoppers into the brand in 2025, and this launch builds on the success of Quorn’s biggest ever campaign for its chilled snacking range.

Last year, Quorn Mission Snack Swap delivered over 23% value growth and over 20% penetration growth year-on-year.

Meat-free shoppers also remain a highly valuable audience for retailers, spending 86% more on average than non-meat-free shoppers, reinforcing the category’s importance to overall store performance.

The new range will be backed by significant marketing investment launching in May 2026, spanning TV, online video, social, influencer partnerships and in-store activation, reinforcing Quorn’s long-term commitment to driving chilled meat-free momentum.

*RRP set at retailer discretion.

1. NIQ Panel, Total GB, 52 w/e 29.12.25, Quorn Foods Defined Meat Free Universe.
2. NIQ data to 27th December 2025.
3. NIQ EPOS and Panel 4 and 12 w/e data to 9th August 2025.
4. Nielsen RMS, GB Total Coverage, Meat Free (Quorn Foods defined), 12 w/e 1st November 2025.
5. Mintel | Meat Substitutes Growth Forecast 2025–29.
6. NiQ 52 week data 19/4/2025, NiQ consumer survey panel (19,923).
7. NielsenIQ Retail Measurement (EPOS) | GB – MARLOW FOODS – MEAT FREE | 52 weeks to w.e. 27.12.25.
8. NielsenIQ Retail Measurement (EPOS) | GB – MARLOW FOODS – MEAT FREE | 52 weeks to w.e. 27.12.25.

Pizza da Piero: Free from, full of flavour

Pizza da Piero 4 Mini Sourdough Pizza Bases

As demand continues to grow for convenient, clean-label food options, Pizza da Piero remains a standout performer within Ireland’s chilled pizza category.

Founded in 2007, the family-run Irish business was the first to introduce fresh artisan-style sourdough pizza bases to the Irish retail market and continues to lead through quality, consistency and innovation.

Made fresh daily in Rathcoole, Co. Dublin, Pizza da Piero’s multi-award-winning stone-baked sourdough pizza bases are crafted using just six simple ingredients: Italian 00 wheat flour, toasted GM-free soya flour, extra virgin olive oil, yeast, sea salt and filtered water.

Every base is free from preservatives, additives, artificial colours and dairy, making them an ideal choice for consumers seeking “Free From” options without compromising on flavour or quality. The range is also vegan-friendly and freezer-friendly.

Available in both 12-inch large and 5-inch mini formats, Pizza da Piero’s bases are ready in just five minutes and make it easy to create restaurant-quality pizza at home.

The recently introduced compact packaging for the mini range offers added convenience for shoppers while using less packaging, making it ideal for busy households looking for quick, wholesome meal solutions.

Pizza da Piero pizza bases and sauce are available in Dunnes Stores, Tesco, SuperValu, Avoca and independent retailers nationwide.

For more information, visit pizzadapiero.ie. For trade enquiries, contact Bob Tyrell at bob@pizzadapiero.ie.

Free from, made for everyone

Thanks Plants range

Finding a meal that suits everyone around the table isn’t always easy. Between allergies, intolerances, dietary preferences and busy schedules, today’s consumers are looking for food that makes life simpler without compromising on flavour.

That’s the thinking behind the Thanks Plants range of Meal Pots. Free from all 14 major allergens, the range offers retailers a convenient solution for shoppers seeking meals that can be enjoyed with confidence by a wide range of consumers.

Available in flavours including the recently launched Creamy Veg Korma, Cauliflower & Coconut Dal, Thai Yellow Curry and Italian Kale & Bean Stew, the Meal Pots combine wholesome plant-based ingredients with comforting flavours inspired by cuisines from around the world.

Convenience remains a key driver in the chilled ready meal category, and healthy eating doesn’t get much simpler. Each Meal Pot can be heated in the microwave in just two and a half minutes, stirred and enjoyed, making them an ideal solution for busy consumers looking for nutritious meals without the preparation time.

The range is also high in fibre, tapping into the growing consumer focus on gut health and the ongoing trend of “fibremaxxing”. Made with vegetables, pulses, herbs and spices, the Meal Pots are designed to deliver both nutrition and satisfaction, whether shoppers are managing allergies themselves or simply looking for wholesome plant-based meals.

For retailers, products that meet multiple consumer needs can help simplify the shopping experience. By combining allergen-free credentials, convenience, fibre and flavour in one product, Thanks Plants Meal Pots provide a versatile addition to the growing free-from category.

“These Meal Pots were never designed just for vegans,” says Aisling Cullen, founder of Thanks Plants. “They’re for anyone who wants a delicious, convenient meal made from real ingredients. Being free from all 14 major allergens means more people can enjoy them, but the focus has always been on creating meals that are satisfying, comforting and full of flavour. No compromises required.”

Available in Dunnes, SuperValu and independent retailers nationwide.

Read More: Pizza da Piero Quorn Thanks Plants

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