Free from

Brakes plans to expand its free-from range over the coming months, as it looks to also educate its customers and help them capitalise on sales in the fast-growing trend.

The campaign will include a social media push featuring different products each month, a dedicated free from area on the company website, recipe videos, newsletters and advertising.

According to market researcher Mintel, the free-from market was valued at £837m last year, demonstrating 133% growth over the last five years. The market is attracting not only those with food allergies but also consumers looking to exclude certain ingredients from their diets.

Sarah Wilkinson, Brakes’ head of food and brand, said: “We have listened to comments from caterers in the health sector, education, restaurants, hotels and cafes and, at the same time, we have pulled together a wealth of market insight and market data.”

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Paul Hill is the Editor of Better Wholesaling. He can be found on Twitter at @BW_PaulHill, or contacted via and 07960935659.


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