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Nutrition Point Engages Free From Customers With New Asda Marketing

Monday, 27 September 2010

Nutrition Point, Asda's Free From category advisor, has announced a series of marketing activities devised to help the retailer engage with the UK's growing number of free from consumers and drive mutual sales.


Recent Kantar Worldpanel figures show that the gluten and wheat free market alone is worth £108.3million, an increase of 18 per cent year on year, and Asda has ambitious growth plans to boost its market share even further in the next five years.


The free from consumer base is made up of those who need to avoid key ingredients like gluten and wheat for medical reasons, such as diagnosed coeliacs, alongside a growing target group who decide to follow a free from diet as part of a wider lifestyle choice.


Emma Herring, Retail Brand Manager at Nutrition Point, said:  "The gluten and wheat free market is growing at a phenomenal rate and, as category advisor for Asda, we pride ourselves on being able to help the retailer resolve not just sales but marketing challenges too.


"Not enough suppliers are willing to go the extra mile in this way, but we pride ourselves on offering an outstanding service at all levels of the chain.


"For example, we recently advised Asda that there was an opportunity to grow sales of frozen free from products, with our research showing that awareness levels of this fixture in store could be significantly improved.  We responded quickly with 'bus stop' POS at all fixtures to sign post customers.

"We have also recently identified that Asda Pharmacies are a perfect arena to educate and guide people on gluten and wheat free living.  This is also an important outlet to raise awareness amongst existing Coeliacs collecting staple foods on prescription about the varied range of more luxury and indulgent items in store that are unavailable through the healthcare channel. 


"To capitalise on this new communication channel, we produced an A5 leaflet which is merchandised on pharmacy counter tops and available as a downloadable PDF on the Asda website, including helpful information and tips on how to manage a gluten and wheat free diet."


Nutrition Point has also created exciting new POS solutions, spearheading the design and implementation of recipe pad barkers showcasing seasonal recipes and driving sales of key free from lines.  This initiative aims to encourage interaction with the brands and give new culinary inspiration to long term diagnosed coeliacs as well as easy to hand ideas for new category consumers.


The company is also Asda's number one supplier of recipes for its new Free From website, supplied from Nutrition Point's bank of tried and tested ideas created by its in house home economist. 


Nutrition Point became category advisor to Asda in October 2009..


For more information on Nutrition Point's brands, Dietary Specials and TRUfree, please visit www.dietaryspecials.co.uk or www.trufree.co.uk







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 gluten free) is brand leader in the sector
  • Since 1998 the team has been working closely with the loyal DS gluten free 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