Awareness Week Puts Free From Sector Agenda

Tuesday, 04 May 2010

A leading gluten and wheat free food supplier is set to put the Free From sector on the national news agenda, with a range of activities to highlight Coeliac Awareness Week.


The week, which is run by charity Coeliac UK, aims to raise awareness of the relatively unknown Coeliac disease which affects more than one in 100 people across the UK. 


Nutrition Point has a range of activities planned in conjunction with the awareness week, including newspaper and broadcast features, local PR stunts, an online competition and expert seeding opportunities.


The company has also produced a series of gluten and wheat free afternoon tea video recipes to sit alongside the awareness week theme 'Free for Tea'.


It is hoped the promotional activity will help raise awareness of the disease, which can only be controlled by eating a gluten and wheat free diet, and will help drive sales for the retailers which stock Nutrition Point's dietary specials (ds) and TRUfree ranges.


The activity comes just weeks after the company announced it was joining forces with Tesco to launch the retailer's first ever frozen Free From section, with the addition of products from the ds frozen range, from pizza, Yorkshire puddings and beef lasagne to steak pie, sausage rolls and shortcrust pastry.


The company, which acts as Category Captain of the Free From sector for ASDA, has also worked with the retailer to launch their first range of chilled Free From products, and helped the supermarket as they increased both their range and shelf space in this sector significantly this year.


Emma Herring, Nutrition Point's Retail Brand Manager, said: "The retailers are certainly looking at this sector seriously.  Coeliac Awareness Week is a real opportunity for us to make our mark, raise awareness further, and support a worthwhile charity at the same time.


"Coeliac UK works really hard to raise awareness of the disease across the UK all year, and we're hoping our additional activities around Coeliac Awareness Week will help move the Free From sector even further up the agenda of journalists and retailers alike.


"There are real opportunities for growth in this area - with one in 100 people being diagnosed with Coeliac disease, and many more either suffering allergies or intolerances, or choosing to avoid specific ingredients as part of a lifestyle choice.


"It has been an exciting year for us already, with the launch of several new and exciting products, and we are confident the strengthening of the sector will continue."


Helen Devine, Marketing Manager for the Free From category at ASDA, said: "We have worked with Nutrition Point for many years and their products are an important inclusion in ASDA's free from section.


"They were appointed as Category Captains in Autumn 2009 and provide invaluable advice and guidance to us on this niche market.   As well as giving an important insight into what consumers of Free From products need and want, Nutrition Point also works hard to guide us on range and merchandising of products in the category.  This guidance has helped us achieve good growth in this sector and we look forward to a continued working relationship with the Nutrition Point team."



Notes to editors:

  • Nutrition Point is a UK company which was established in 1998 by entrepreneur Chris Hook, who was frustrated at the lack of food choices available for his wife and son who both suffer from wheat intolerance
  • Nutrition Point was established to distribute and market gluten and wheat free products and remains committed to making gluten and wheat free food as convenient and tasty as mainstream foods
  • Their Dietary Specials brand (ds) is brand leader in the sector
  • Since 1998 the team has been working closely with the loyal ds customer base to develop a superb product range including ambient, chilled and frozen foods
  • ds products cater for those with Coeliac Disease, and wheat or gluten allergies or intolerances, and are also suitable for those who choose a wheat or gluten free diet for lifestyle reasons
  • In 2002, Nutrition Point became part of the Dr Schär group which has been established for over 25 years and is the European market leader in gluten and wheat freefoods
  • In 2006, Dr Schär further strengthened their consumer offering across Europe by acquiring the whole free from business unit from Numico. This acquisition meant that Nutrition Point became responsible for the distribution and marketing of the Glutafin brand in healthcare and Trufree brand in retail throughout the UK and Ireland