Why free-from foods matter

With symptoms ranging from rashes and hives to anaphylaxis and even death, food allergies are a serious, and growing issue.

According to the Food Standards Agency (FSA), 2.4 million people in the UK (around 6% of the population) live with a clinically confirmed food allergy. And for these people, finding, buying, and consuming food that’s safe for their diets is a daily worry.

The goalpost on labelling and food safety standards is always moving. As it stands, by law all food and drink must carry a full list of ingredients, highlighting very clearly any of the 14 known allergens.

Additional standards have followed, including the introduction of Natasha’s Law in 2021, brought about by the tireless campaigning of Nadim and Tanya Ednan-Laperouse, whose daughter, Natasha, died after eating a Pret A Manger baguette containing sesame seeds.

Natasha’s Law dictates that all foods pre-packed for direct sale, such as sandwiches and salads, must include full allergy and ingredient information.

Keeping up with legislation, and the latest guidance and warnings is a bit of a minefield, says Ewan Phillips, co-founder of food allergy app, And It Has. “Just recently, for example, there’s been an issue, with the FSA warning some mustards might contain peanuts. It’s really worrying for people. That’s a big supply chain, and it shows how complex supply chains are. Another big thing right now is pea protein. Often, if people are allergic to peanuts they can also be allergic to pea protein, and that’s being used in so many products at the moment.”

Although free-from retail and products have moved on, says Julianne Ponan, who founded Creative Nature having ended up in intensive care multiple times due to her own food allergies, there is a lot to learn. “Around 80% of products in free-from aisles still say ‘may contain’. I want to change that. Around one in 12 children has a food allergy, and 30% of them have multiple food allergies. In terms of hospital admissions for food reactions, I read they’re up 350%. This is something that’s not going anywhere.”

There is a balance to be struck in speciality food retail, say allergy experts, charities and producers. As well as ensuring you’re meeting the letter of the law in regards to items you’ve prepared yourself for your cafe, chillers and counters, it’s also evermore important to meet the needs of allergy sufferers along your aisles. 

Why do retailers need to stock a good range of free-from products?

To begin with, it could prove fruitful ringing through the tills. Not because free-from products are often more expensive (something campaigners lobby against) but because shoppers are loyal to businesses that accommodate their needs.

“People with allergies spend a lot more time in store,” says Julianne. “Once you have them, and are able to cater for them, you’re not just going to see their spend for themselves, but also their spend for their families.”

Specialist allergy dietician, Kate Grimshaw, agrees, and thinks those retailers who invest in (and shout out about) a premium, expansive free-from range could draw in more customers. “They might then pick up more standard purchases like fruit, veg or meat from you instead of their usual supplier,” she says. “A good range is quite important. Personally, I would drive quite a way to buy Booja-Booja dairy-free chocolate!”

Caitlin Green of Lazy Day Foods (a gluten, egg and dairy-free bakery, founded by Dr Sally Beattie and Emer Bustard in response to their own food allergies and intolerances) says year on year sales for the brand are up as the public continue to seek better, more thoughtful products that cater to their needs.

Retailers should be looking out for brands like theirs “due to the growing demand from health-conscious and diet restricted consumers” she explains. “Over 50% of Generation Z follow a specific diet, with 10% gluten free, 11% dairy free, and 5% vegan. For artisan food retailers, this is especially important, as consumers in this segment seek unique products that cater to their dietary preferences.

“Offering free from options not only meets demand, but also creates an inclusive shopping experience, helping to attract and retain a loyal customer base in a competitive market.”

“I feel speciality retailers could do even better than mainstream shops,” Julianne continues. “They are able to play with their aisles a lot better. Being able to have a ‘top 14 allergen free’ shopping destination in store, signposted to customers, could really help convert their sales. Ocado has a Top 14 Allergy Free aisle online that has driven people to shop with them because their experience has been made easier.”

For Tristan Humphreys, head of advocacy at Coeliac UK, the availability of free-from options is vital, not just for allergy sufferers, but for those with intolerances and long-term health conditions such as Coeliac disease, which affects around one in every 100 people.

“The only treatment is a strict, lifelong gluten-free diet, and access to these foods is crucial to ensuring people with the condition can stay well,” he explains. 

Many consumers without gluten sensitivity are also opting for gluten-free products, adds Caitlin, expanding their reach, and increasing their overall importance in retail. Shoppers in this space, though, “are no longer willing to accept below-par products that lack taste, texture and mouthfeel. Offering a comprehensive selection of gluten-free products can also help speciality retailers steal a march from general grocers.” 

Julianne says she thinks the gluten-free movement has spiralled. “There’s such a buzz for it. I think we’re almost now seeing gluten-free aisles instead of top 14 allergy free aisles.” Retailers must focus too, she urges, on other allergens such as dairy, nuts and mustard, which could prove fatal.

While making these key decisions, she continues, looking at the latest allergy guidance is imperative. “It’s been found that cross contact with legumes such as pea protein can impact peanut allergy sufferers, which is so worrying as pea protein is going into a lot of vegan products.” If offering a nut-free range is part of your strategy, filtering out products with pea proteins could help win over worried allergy sufferers.

“Also, when something says ‘vegan’, most people will assume it’s dairy free, but that’s not always the case. For someone with allergies, this is a scary thing, whereas someone who is vegan, without allergies, doesn’t have to worry about it.” Julianne alludes to a study carried out by Hampshire and Kent Scientific Services, which found 39% of vegan labelled products tested contained egg or dairy. That included 13 dairy alternatives and 48 meat alternatives, with 90% of products deemed “unsatisfactory” because of trace dairy or inaccuracies in labelling or nutritional information.

Getting to know suppliers and their processes, and asking to see evidence backing up their free-from claims, can help put retailers’ minds at ease.

One thing’s for sure, says Sophie Ziegler-Jones of Suma, investing in free from is “no longer optional, but essential”.

How has the free-from market changed?

The availability of products for food allergy sufferers has greatly improved, says Kate, and that can only be a good thing. “In the past people had to order online from specialist suppliers or health food shops, whereas now products are available in supermarkets.” She urges retailers to look for ‘better’ alternatives that are more specific to certain allergies. “This will set their products above what is available in large retailers. Source the best gluten/wheat-free bread, for example. Also, consider stocking free-from ingredients like dairy-free spreads, egg replacers and gluten-free flours.”

Nicki Clowes, COO of the Free From Food Awards, adds she’s seen a raft of changes, in addition to availability, across the last 20 years. “More recently we are certainly seeing more indications of a maturing category. Seasonal innovation immediately comes to mind. There has been a lot of investment in development, and the options have evolved tremendously, hence us launching a bespoke awards cycle, initially dedicated to Christmas, then Easter and Halloween. We also believe foodservice as a category is evolving, and will be an interesting one to watch.”

Quality advancements have been noted by Nicki and the rest of the awards team too, with many products now being benchmarked against their non-free-from equivalents. 

“And, for some time now, there has been a desire to remove unnecessary allergens, hence we have seen more and more free from (largely gluten) being made outside of the free-from category on main category products. The mere fact that top 14 allergens are being removed from non-free-from speaks volumes.”

The market is definitely going in the right direction, thinks Julianne, who says there are more products available, but that the next step is to drive inclusivity in the free-from sector. “We’ve got to go back to what free from stands for. It’s not a lifestyle choice. You can’t choose not to have an allergy. Focusing on what products consumers need on a daily basis and making them better could open up a lot in the free from space. For example, we see a lot of speciality breads that are free from, but what about snacking?”

Her own research amongst customers has shown Julianne this is a category very much worth exploring. “They said they wanted alternatives to nuts, and alternatives to things containing sesame seeds. They were also looking for allergen-free alternatives to cake decorations like sprinkles, which was interesting.”

Sophie says free from is definitely no longer niche, and thinks innovation in food technology, coupled with increased awareness of dietary needs, has transformed the category. Consumers, she adds, are looking for food that delivers on its allergen free messaging, but also on taste, texture, quality and transparency throughout the supply chain. “Convenience is also key, as many are looking for quick, nutritious options that align with their values and health goals.”

Suma, Sophie adds, has seen rapid growth in demand for free-from food and drink, most of that geared around pasta, dairy alternatives and plant-based snacks. The development of a gluten-free pasta made from oats, which retains its bite, has been key for the brand and was directly driven by consumer insight.

The area where some work and thought is still needed in the allergy-free and free-from food category is cost. According to Tristan, it remains a huge concern for those who must avoid certain ingredients. Coeliac UK’s 2023 study, looking at 1,000 shopping trips, found 72% of those asked said shopping for gluten-free products adversely affected their quality of life. Seventy-seven per cent struggled to afford gluten-free food and, worryingly for the organisation, 4% revealed they had to eat gluten-containing foods out of cost concerns, despite serious implications for their health. This is something, Tristan says, that must change.

What are some free-from products and brands to look out for?

Suma recently took a Silver in the Free-From category of the Great British Food Awards for its gluten-free oat pasta range, which judges found to have a toothsome, authentic pasta texture, and wholesome flavour.

Glebe Farm’s PureOaty granola range delivered Golds for the brand, and Bubbling Stove’s gluten-free decadent brownies wowed with their fudgy texture and rich, deep chocolate flavour.

Judges were also impressed by the Doughlicious gelato bites.

Over at the Free From Food Awards, Nicki says, “There are many good examples, and from a range of producers, from the small independent, to the retail brands and retailers.” She picks out highlights as being Borough 22, Good F’ing Pizza, and Creative Nature Gnawbles.

Vanessa likes NOMO chocolate, saying the brand’s offering is “exemplary” as its products don’t contain dairy, egg, gluten or nuts. They’re “indulgent without any stereotypes of lacking something”.

When it comes to ingredients, Vanessa says she thinks Tofoo is “a brilliant brand”.

“You can flavour their plain ‘naked’ tofu at home in the kitchen, as well as enjoying pre-marinated products such as their teriyaki flavour that you can cook quickly a add to any dish, or use to make a tasty sandwich. Tofu is great for gut health, an excellent source of protein, low in saturated fat, and free from cholesterol.”

Julianne says Creative Nature’s banana bread mix was their lockdown hero product, with carrot cake, sticky toffee pudding and brownie mixes all showing strong sales too, being vegan and free from all the top 14 allergens. Snacking bars are also flying out the door. “The majority of snack bars contain oats with gluten, nuts or have added protein. We don’t have any of that in ours.” This has led to partnerships for the products with airlines such as Virgin Atlantic and KLM. “Being able to offer something completely safe without any ‘may contains’ is a big thing at the moment,” she adds.

Innovative allergy app could help cafes and foodservice

An app, designed to make life easier for both consumers and retailers, is taking off in the UK. And It Has, is the brainchild of founder Ewan Phillips, who discovered (during his time working in the food industry) that “traditional kitchens didn’t have clear guidance around food allergies. We’d go in and find businesses had a dusty folder or binder about allergies behind the counter, often held together by tape. We thought it just wasn’t right, or helpful and wanted to think of what we could do to make the system better and to stop people being injured or killed when eating out.”

The And It Has platform sees all ingredient information from a foodservice setting input, including details from deep within the supply chain. When customers with allergies visit, they can follow a simple QR code to their landing page, pop in their allergy details (no matter how obscure) and will be delivered, in seconds, their own personalised menu, filtering out the dishes and products they cannot order.

“Customers can see what they’re able to eat while they’re standing in the queue. It makes the journey much nicer for them, knowing they can eat safely,” says Ewan. “It also helps those who don’t like certain things. If they hate mushrooms, for example, they can filter them out!”

What are the top 14 food allergens in the UK?

According to British law, any of the following ingredients must be highlighted on ingredients lists:
celery, cereals that contain gluten, crustaceans, eggs, fish, lupin, milk, molluscs, nuts, peanuts, sesame seeds, soya, sulphur dioxide (sulphites)