Annals of marketing: “Free from.” A Bakery & Snacks Special Edition.

From the daily industry newsletter, BakeryAndSnacks.com, I learned that “free from” is an entire marketing category.  Here is its collection of recent articles and videos on the topic.

Special Edition: The rise of free from

What is driving the free-from trend – grain-free, gluten-free, lactose-free, sugar-free, fat-free, and so forth – and will it have legs? Which businesses are already tapping demand for free-from snacks and bakery products? We look at the alternatives the traditional snack ingredients, and who supplies them. Also, a peak into the manufacturing challenges in creating snacks and baking in the free-from category.

• The unprecedented rise of free from: The free from sector was conceived for – and remains vital to – millions of consumers who deal with allergies, intolerances and related conditions, but today, the movement has evolved into something far more complex encompassing a host of consumer interests from health (free from sugar, fats, calories) to vegan (free from any animal products) to ethical (free from plastic)… Watch now
• It’s a wrap: Gluten-free beetroot wrap ‘bang on-trend’, says Warburtons exec: The UK’s oldest national bread company has launched a gluten-free beetroot wrap that it claims is the first of its kind in the UK gluten-free bakery market… Watch now
• Gluten free offers foil to UK’s high consumption of wheat-based mainstream bread, says founder of Genius Gluten Free: Lucinda Bruce-Gardyne of Genius Gluten Free believes that – overall – UK consumers eat too much bread, which opens opportunities for nutritious non-wheat alternatives… Watch now
• The demand for products with dual or multiple free-from labeling is growing: The rise of free from is throwing up unique challenges for manufacturers in that, often products that replace allergens can have an allergen classification themselves, like nuts to provide protein and fat content; or eggs or milk to bind ingredients in gluten free. We spoke to Verity Clifton, applications technologist at specialist ingredients company Thew Arnott, to find out more… Read
• Gluten-free children snacks are not nutritionally better than regular alternatives, Canadian researcher finds: Gluten-free snacks targeted at children – often perceived as healthy – can be just as nutritionally poor as their regular counterparts, according to Canadian researcher Charlene Elliott… Read
• FPF continues campaign to identify hazardous chemicals in plastic packaging: The fight to eliminate hazardous chemicals in plastic packaging is not over with the Food Packaging Forum (FPF) submitting its latest research to the scientific journal ‘Science of the Total Environment’, this month… Read
• Paleo granola startup rebrands for grain-free consumers: Chicago-based granola startup Paleo Scavenger has rebranded itself as Within Without to capture the growing number of US consumers going grain-free… Read
• Purezza wins investment to set up vegan cheese-alternative facility: UK vegan pizza company Purezza is planning to set up a facility to produce a dairy-free mozzarella cheese alternative after winning a £35,000 ($45,500) prize from Bran Investments… Read
• Edlong showcases dairy-free range at IFT: Illinois-based Edlong showcased a handful of its 250+ dairy-free flavors at the IFT expo last week, highlighting a national trend in consumer demand for vegan options… Read