Opportunities in the FreeFrom world

1. Opportunities in the FreeFrom world Michelle Berriedale-Johnson

2. A history lesson The medical climate in the 1990s

3. Increase in number of children suffering from allergies reaching school age • Concurrent founding of vocal support groups - Anaphylaxis Campaign, Allergy UK etc • Increased awareness of prevalence of coeliac disease

4. Recognition, especially in popular press that many people suffering from low level of ill-defined ill health which their doctor could not treat and which might be connected with what they ate. • Celeb adoption of ‘allergy’ - Victoria Beckham, Gwyneth Paltrow et alia • Official (DOH/FSA) focus on some foods as precursor to ill health focused attention on all food as possible cause of ill health.

5. Growing epidemic of obesity - could it be related to ‘allergic’ foods? Books such as ‘Lose Wheat, Lose Weight’ • Growth in organic, fair trade, focused attention on quality of food, feeding into a growing awareness of food’s possible impact on health.

6. FreeFrom in the 1990s • Not called FreeFrom • Not really in supermarkets • Dairy-free market served by vegetarian/soya manufacturers – Alpro, Haldane etc • Gluten-free market served by coeliac manufacturers – Juvela, Glutafin, Barkat – mainly prescription products.

7. FreeFrom 2000–2005 Two major changes: • Burgeoning interest of the supermarkets • Arrival of internet marketing

8. Burgeoning interest of supermarkets • Patricia Wheway at Tesco • Sainsbury own label range • Variable interest depending on buyer

9. Internet Marketing • Enabled enthusiastic individuals to set up in business with virtually no start up costs and sell direct to the public without the need for distribution

10. Food industry 2000–2005 • Growth of craft food industries, unwittingly tapped into growing allergy market • Allergy awareness growing within the industry • Demand met, but increasingly unsatisfactorily, by existing vegetarian/coeliac manufacturers

11. 2005–2011 FreeFrom gathering pace • First FreeFrom seminar– 2006 • Adapting existing products – Lactofree • Dedicated manufacturing sites

12. Technical developments – Genius Pastas Swedish Glace & Booja Booja • Improved packaging, nutritional profile and marketing/advertising spend • FreeFrom Food Awards!

13. 2011 onwardsUnderlying problems have not changed – merely got worse! • Ever increasing incidence of allergy/ intolerance both diagnosed and self-diagnosed. • These people need to buy freefrom • Ever rising incidence of coeliac disease and gluten intolerance – could soon be well over 1 in 50. • These people need to buy freefrom

14. Encouraged by health writers complementary practitioners and sustainability campaigners more and more people are questioning • Where their food came from • How it was manufactured • Whether it could it have an impact on their health • And choosing to buy food that they perceive is better for their health and/or the environment.

15. Current surveys suggest that even now around 40% of shoppers buy freefrom foods on a fairly regular basis – • This number can only go up!

16. How should the industry respond? • More NPD – freefrom products need to taste better, be healthier and cover a wider range – • more ready meals • snack products • treat products • Products replicating mainstream categories

17. Supplant the non-freefrom version • FreeFrom products need to aim to taste as good or better than the non-freefrom version so that whole families can eat freefrom even if only one member actually needs or chooses to do so.

18. Remove allergens from existing products • Review portfolio to see whether a minor reformulation would create a freefrom version of an existing, well loved product.

19. Cater for the ‘feel good’ factor • For the average consumer, buying organic, free trade or local version of a product will give them a ‘warm glow’ – freefrom needs to do the same: Cornflakes are nice, but if the freefrom cornflakes are just as nice and are better for me/my family, then why don’t I buy those and do us all some good at the same time?

20. To be truly mainstream Freefrom needs to become a plus point, not a raison d’etre.

21. Availability essential • Online is great – but not enough • Into the corner shop, the petrol station, the coffee shop • Out of the supermarket dedicated fixture and into the main aisles.

22. Food service • Problems inherent in catering for allergics and intolerants: • High turnover of staff • Poor grasp of the language • Minimal training • Frequently changing menus • High risk of contamination

23. Huge opportunity for quality freefrom products– • Complete meals • Individual dishes • Mixes, batters, bhaji mix, biscuit bases etc etc If it tastes as good as the ‘standard’ product it can be served to everyone. If restaurant can offer good ‘freefrom’ food, freefrom customers will bring their whole party in their wake

24. Problems in manufacturing freefrom • Thresholds…. • Testing– cost and inconvenience • Labelling – allergen warnings • Duty of care, due diligence, product recalls

25. None the less… I see the freefrom future as rosy… Michelle Berriedale-Johnson michelle@foodsmatter.com www.foodsmatter.comwww.freefromfoodsmatter.com www.freefromfoodawards.co.uk