With consumer demand for gluten, dairy and MSG free products showing no sign of abating, grocery retailers are tapping into this trend by ensuring the supermarket shelves and online food shopping stores are well stocked with innovative food and drinks products to cater for shoppers on special diets this Christmas.
With supermarkets battling to increase shoppers' basket spend, no business wants to be left behind in this category in the run-up to Christmas with the opportunity it brings to grow seasonal sales in difficult trading times.
Sally Allister, managing director of Feel Free For Gluten Free Food, told ESM that while retailers continue to expand their free from ranges, those following a gluten-free diet still miss out on products throughout the year.
"The festive season is such a social event with parties and buffets being held over the period, those on a gluten-free diet can so easily feel left out. For retailers to provide a tasty solution - that is easy to prepare - helps family and friends cater for their loved ones at this very busy time of year,” she said.
Being a coeliac herself, she says she understands what it feels like to be at a party or family gathering where the standard salad is offered as family and friends have been too worried about making her ill if they made something themselves.
"Despite looking in retail stores for something different or special for me to eat safely, my relatives found that there was nothing on offer and commented regularly about this, so it seemed to make sense to me to create an offer for such events. As families have celebrations, parties and picnics throughout the year, we believe there should be a more regular offering of such items."
She set up Feel Free For Gluten Free in 2004, based on her experiences of living a gluten-free lifestyle.
"As a diagnosed coeliac, I understand the demand for high-quality, great-tasting products that are made without wheat and gluten. We launched our Feel Free brand to give gluten-free consumers, just like me, the choice and variety of foods that they’re entitled to – and with the quality to match. We’ve developed the products in the Feel Free range using only the finest naturally gluten-free ingredients.”
The new Feel Free party packs come in two varieties, meat and vegetarian, and contain a selection of spring rolls, samosas and onion bhajis. Priced at £3.80 for a party pack of nine pieces, all the items in the packs are free from gluten, wheat and dairy. The packs are now available in ASDA stores.
With the holiday season being a time when many people share with family and friends, it makes sense to have convenient snacks readily available. So many people have dietary requirements it makes sense to ensure that those snacks are suitable for everyone, says crisps and popcorn manufacturer Ten Acre; its innovative premium crisps and popcorn is gluten, dairy and MSG free as well as being vegan and vegetarian.
“At Ten Acre, we have noticed an increasing trend for free from foods, particularly those that are gluten free,” Tony Goodman, CEO of Ten Acre, told ESM.
Consumers are switching to these foods, not just because they have special diets - but also as part of a healthier lifestyle. “Consumers are also demanding that products for those with dietary requirements are top quality, and, of course, tasty. That is very important to us.” No one should miss out because they have special dietary requirements.
"The gluten-free market is growing quickly and we expect that to continue. So it is incredibly important that retailers keep looking at innovation in this category and respond to those changing consumer trends, especially at Christmas when food and drink plays such a large part in the celebrations."
The newly-launched Ten Acre premium popcorn comes in five varieties - Sour Cream & Chive, Lime & Sea Salt, Fennel & Lemon, Wasabi and Sweet & Salty.
Ten Acre’s award-winning 'The Day Sweet & Sour Became Friends' hand-cooked crisps was named Caffe Culture Show 2014 Food Product of the Year.
Lauren McPherson, brand manager at Good Hemp Food, tells ESM that it is important that supermarkets cater for special diets in their Xmas food offerings. “This is vital as everyone should be able to enjoy the foods they want to this Christmas, even those with special diets. Supermarkets need to take responsibility for this and ensure that they are catering for all needs,” she said.
Good Hemp milk is a non-dairy alternative to milk. Made from a blend of pure hemp seed, water, grape juice, seaweed and rice starch, it is free from dairy and lactose, soya, cholesterol and known allergens. It is also sugar free and suitable for vegetarians and vegans.
"Good Hemp milk is great for shoppers on special diets around Christmas time as it makes an excellent alternative to dairy milk in many recipes; its creamy texture and sweet flavour makes it great for hot chocolate and custard."
Award-winning, artisan soup producer Tideford Organics recently launched its new ‘free from’ organic winter soups range to Ocado, Whole Foods and other leading stores. The soup range is gluten and dairy free, and suitable for vegetarians and vegans. Low in fat and salt, they contain no added sugar. Tideford says it uses "only organic ingredients that are farmed responsibly with no artificial pesticides or fertilisers".
Lynette Sinclair, managing director of Tideford Organics, said: "The 'free from' market is set to grow by 46 per cent by 2017 and is no longer simply a health choice, but also increasingly a lifestyle choice, with consumers actively choosing to purchase healthy foods, which are free from additives, preservatives, gluten, salt, dairy and with no added sugar. Quite rightly, these consumers need to be catered for all year round, including during the festive season."
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