Live a free life
Omitting the likes of gluten, wheat and dairy from your diet has caught on hugely in this country, and in turn the range of products in the free from category has exploded. Fionnuala Carolan reports on the specific products you should have on your shelves
Print19 June 2015
AT A GLANCE: GLUTEN FREE
- Goodfellas new Gluten Free pizzas are low in lactose and free from artificial colours
- The free from market is experiencing 34% year-on-year growth* (Source: IRI Data 52 w/e 28th March 2015)
- In 2015, Dr Schär plans to launch nine new products, a third of which are first to market.
- According to Kelkin, it is advisable to merchandise free from products in prominent, high footfall areas of stores and ideally alongside other healthy produce
- Juvela has launched two new additions to its range of breakfast cereals – Juvela Crispy Rice and Cornflakes
- JWV+ is a healthy juicy vitamin water from C&C Gleeson
- Mrs Crimbles has developed a new ‘Gluten Free… and Good For Me’ trademarked sub brand, launched in May 2015
The free from market is experiencing 34% year-on-year growth as gluten and wheat free foods continue to grow in popularity. The free from market is forecast to grow by 50% by 2019 to £551 million (€756 million). According to Dr Schär, 19% of shoppers are diagnosed with coeliac disease or have gluten sensitivity and account for 58% of gluten and wheat free sales. Despite the high number of coeliac disease sufferers in Ireland, this group is no longer the only one looking for gluten free or free from products. People claim to feel much better when they remove certain foods from their diet and are choosing to purchase foods that they believe are more beneficial to their health.
With the wealth of new products on offer in this category, it is now possible to dedicate a full section in-store to free from products. They are often high margin items and create extra footfall from dedicated free from enthusiasts so it will be well worth your while to do so.
A gluten free pizza that tastes like pizza!
The range has two new flavours, Margherita and Pepperoni, Mushroom & Ham
It’s no secret that everyone loves pizza – it’s tasty, convenient and is always a reliable friend in your freezer. It’s also no secret that gluten free consumers are looking for one thing when it comes to pizza, and that’s taste. Coeliacs and gluten avoiders are fed up with compromising on taste and Goodfella’s Pizza has listened to their woes.
A family favourite in Ireland for over 21 years, Goodfella’s is delighted to be launching a new Gluten Free range. The range has two new flavours, Margherita and Pepperoni, Mushroom & Ham and not only are the new pizzas gluten free but they are low in lactose and free from artificial colours.
Ann-Marie Brady, brand manager for Goodfella’s Ireland said: “We have worked very closely with gluten free consumers on the development of this product to ensure we fully understood their needs when it came to creating a delicious gluten free pizza. The feedback was unanimous; gluten free consumers want products that deliver on quality and flavour – it’s as simple as that. Our team has brought consumers along the journey to ensure we bring them the best tasting gluten free pizza available. Most importantly we have created a gluten free pizza that delivers on taste just like all other Goodfella’s pizzas.”
Goodfella’s Gluten Free pizzas are available in all major retailers with an RRP of €4.49. Follow Goodfellas Ireland on Facebook or visit its website on www.goodfellaspizzas.com for more information.
Dr Schär is number one in Europe for gluten free products
DS Wholesome Seeded Sliced Loaf
The free from market is experiencing 34% year-on-year growth* as gluten and wheat free foods continue to appeal to an ever increasing audience. Data shows that 19% of shoppers are diagnosed with coeliac disease or have gluten sensitivity and account for almost 58% of gluten and wheat free sales**. The remainder of the market is made up of lifestyle and unconscious shoppers and the increasing number of these shoppers is unsurprising given the increasing amount of ‘mainstream’ space being allocated to gluten free products in-store.
The growth of emerging sectors such as frozen and chilled are faster than other more staple sectors; snacks and confectionery are also experiencing exponential growth due to their mainstream nature and higher footfall positions in store***. The frozen gluten free category saw 38% growth over the last year.
The Wholesome Loaves contain the ancient grains millet and quinoa, forming flavoursome bread with a high nutritional value, using a traditional sourdough recipe to give the bread a distinctive flavour as well as a lighter texture that is easily digestible.
Dr Schär has decades of experience in gluten-free, now the number one brand in Europe*****. With the increase in top-up shops, Dr Schär would urge retailers/buyers to consider their convenience stores. A smaller convenience store should ensure that it carries a few gluten free staples, including bread, crackers and biscuits. The DS-gluten free Wholesome Loaves are especially suited as their specialist packaging maintains the freshness for longer without the use of preservatives. Dr Schär sees this as a real benefit for convenience stores where wastage can be a problem.
Larger convenience stores should also consider introducing frozen gluten free meal solutions. With clear signposting, a loyal consumer base will soon be built when people become aware of the quick and easy meal time options available. Frozen products such as the DS-gluten free Chicken Kiev and Bontà d’Italia pizzas are perfect options for simple and filling weekday dinners.
Dr Schar gluten free Wholesome Seeded Loaves are now available in Tesco and Dunnes.
* (Source: IRI Data 52 w/e 28th March 2015)
** (Source: Dr Schär independent household panel)
*** (Source: IRI Data 52 w/e 28th March 2015)
**** (Source: Data 52 w/e 28th March 2015)
***** (Source: Euromonitor data 2014)
Juvela launches gluten free Crispbread
In response to requests for savoury and snack foods, Juvela is launching its new gluten-free crispbread. The Juvela Gluten-Free Crispbreads are similar in style to a Ryvita, and are ideal for packed lunches, picnics or a quick snack.
Juvela offers a comprehensive range of high quality, great tasting staple foods consisting of breads, rolls, pure oats, breakfast cereals, crackers, biscuits and baking mixes. The entire Juvela range is gluten-free and some of the range are also wheat free, dairy free and soya free.
Juvela has launched two new additions to its range of breakfast cereals – Juvela Crispy Rice and Cornflakes. The range also includes best-selling Juvela Pure Oats, Special Flakes, Fibre Flakes and Flakes with Red Berries. The Juvela cereal range is also fortified with vitamins and minerals.
Juvela works closely with the coeliac community to offer support to those who have been diagnosed with coeliac disease and others following a gluten free diet. Juvela is the title sponsor of the Coeliac Society of Ireland Food List 2015 which is used on a daily basis by gluten-free shoppers. For further information go to www.juvela.ie.
Kelkin recognises drive for healthier lifestyles
As category partners in free from, Kelkin, now part of Valeo Foods, have recognised how consumer’s mind-sets are changing as there is an overall drive to lead healthier, more active lifestyles, make positive choices and improve their family’s wellbeing. Kelkin research has also shown that a very high proportion of new gluten free shoppers are not actually suffers of coeliac disease and with this in mind; Valeo Foods continues to offer varied and tasty healthy choice foods to its customers, from cereals, to healthy breads, dinner options and healthy snacking. To best recruit these new shoppers, it is advisable to merchandise free from products in prominent, high footfall areas of stores and ideally alongside other healthy produce.
The Kelkin website provides a source of valuable information for both retailers and consumers alike. Check it out at www.kelkin.ie or find them on Facebook or twitter.
New JWV+ tastes and looks good
JWV+ comes in two flavours, Mixed Berries and Mandarin + Orange
JWV+ is a healthy juicy vitamin water from C&C Gleeson. The company has developed a new beverage that contains a range of health intrinsics that will appeal to a wide range of consumers. These intrinsics are not contained collectively in any other product. JWV+ is gluten free, contains a consumer’s RDA of seven essential vitamins, has no artificial flavours, preservatives or added sugar, is low in calories, is made from natural mineral water and is suitable for vegans. It comes in two flavours, Mixed Berries and Mandarin + Orange, with added functional ingredients, Ginseng, Green Tea and Rooibos. These natural ingredients provide an energy boost and help the body’s production of antioxidants that fight oxidative stress. Both variants have a juice content of 8% and 12% respectively.
The company has just invested a great deal of time into developing a product that not only tastes great, but looks great too. The packaging creates stand-out on shelf and the clean label and clever branding will send a clear message to the consumer with regards to its intrinsic health and wellness benefits. A recent report into the beverage market by Mintel*, declared that after calorie content, clear labelling is the second thing that consumers will check for in a beverage. JWV+ is targeted at the increasing number of consumers who are looking for healthy, tasty, refreshing alternatives to traditional carbonated soft drinks. JWV+ comes in a handy wide neck 12x500ml bottle and offers healthy retailer margins. The launch will be supported by a strong retailer launch offer, social media and digital campaign, sampling, in-store activation and PR.
*(Source: Mintel Jan 2015 – Bottled Water Report/ **Mintel ‘Free From’ report Jan 2015)
Great tasting products from Mrs Crimbles
Mrs Crimble’s has become a well trusted signpost brand within gluten free, offering great tasting and quality products. Gluten free diets have been linked with weight gain as manufacturers can sometimes replace gluten content with calorific binding ingredients*. In response manufacturers are seeing an increasing demand for products containing less fat, lower sugar or packed as a calorie counted portion. In response to this, Mrs Crimbles has developed a new ‘Gluten Free… and Good For Me’ trademarked sub brand, launched in May 2015. Initially launching with two product ranges; Pasta with Sauce and Cereal Bars. The Pasta with Sauce is the first ambient combination meal solution in the free from marketplace. Made using real Italian corn fusilli, the low fat Pasta with Sauce is available in three flavours; Rich Tomato and Mediterranean Herbs Sauce, Cheese and White Wine Sauce and Gourmet Mushroom and Cream. The convenient Cereal Bars are also available in three flavours; Banana, Berrries & Cherries and Apricot & Sultana. High in fibre and packed with 50% oats, fruit and honey and 150 calories these are perfect for gluten free snacking on-the-go. These first few product groups to form the start of many planned launches for the Gluten Free… and Good For Me range. Consumers can expect to see convenient packaging formats, lower fat, fruit, seed and fibre content and calorie counted portions within this range. The company will also be strengthening its core Mrs Crimble’s range with the delicious gluten free treats that everyone can enjoy.
*(Source: Mintel Meat Free and Free From Foods – September 2013)
Innovative sugar free brand expands range
Free’ist, the Irish specialist in sugar free and no added sugar products has added some new products to its range including sugar free popcorn, breakfast biscuits and marshmallows.
Based in Belfast, the company is developing into one of the leading innovators in the free-from category. The new product line-up features four popcorn flavours – three are sugar free – Sweet and Salty 60g, Caramel Crunch 130g, Lightly Sea Salted 60g and one no added sugar Nacho Cheese – all are also handmade in Ireland, gluten-free, low in calories, and suitable for vegetarians.
The brand has also launched two sugar free breakfast biscuits – Hazelnut and Chocolate and Cereal and Milk and sugar free Marshmallows, which are also free from gluten, eggs, dairy and fat.
The new products join a portfolio that also includes other free-from foods such as jams, biscuits, cookies and chocolates.
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