With increasing numbers of people excluding allergens like soy, gluten, lactose, nuts, and more from their diet, the 'Free From' category is brimming with innovation.
Indeed it's not just demand for free-from products that's increasing – it's also a desire those products to be just as good as (if not better than!) their traditional counterparts. We delve into all the ways that brands are responding to this demand, in our Free From 2025 Categorywatching report.
Three top takeouts from our findings are:
- Next Gen Gluten Free – There's no need for FOMO. Gluten free products like bread and pastries are notoriously hard to get as soft, doughy or flaky as their non-GF counterparts… but no more! Now we are seeing new strides towards baked goods that look, feel and taste 'just like the real thing' – but use ingredients like oats, teff and rice. Think tortilla wraps that bend and fold properly, layered croissants that delicately flake, crisp and doughy pizza bases, and more.
- Comfort & Indulgence – There are tonnes of innovative free-from products for every occasion – including those moments when nothing but pure comfort will do. Think more-ish 'elevenses', carb-loading after a heavy night, or indulgent desserts. So we are seeing new and improved, allergy-safe versions of things like boxed mac and cheese, deep dish pizza, rocky road, and chocolate brownies – for when carbs and sugar are a must-have, even if you need to steer clear of ingredients like dairy, eggs, or wheat.
- Multiple Allergens (& More) – Innovation in 'allergen friendly' products like lactose free ice cream or soy free dairy alts abound… But increasingly, we see brands trying to strive towards products that are free from all top 9 (or even 14) allergens – to achieve the holy grail of 'allergen free'. And some go one step further, by aiming to exclude other 'hidden nasties' like seed oils, heavy metals, sweeteners, and dyes – in order to achieve the ultimate 'clean' health credentials.
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