Sainsbury’s Doubles Deliciously FreeFrom

Sainsburys Deliciously FreeFromThis week sees the launch of British retailer Sainsbury’s improved and expanded allergen-free private brand range – Deliciously FreeFrom. The roll-out of the entire 140-product line will be complete by September 2016.

Sainsbury’s is responding to strong customer demand for more choice and a broader product offer across allergen-free products. Around one million people in the UK suffer from a food allergy and the allergen-free food market in the UK is worth around £355m. Over half the UK population regularly include allergen-free food lines in their shopping basket.

Great care has been taken by Sainsbury’s in-house product developers over 18 months, working closely with nutritionists and specialist suppliers, to ensure that the range leads the market on quality as well as value.

Judith Batchelar, Director of Sainsbury’s Brand said: “Our new Deliciously FreeFrom range is a perfect example of our constant drive to improve the quality, range, value and provenance of our food where we know it matters most to our customers. We were the first supermarket to introduce own-brand allergen-free products, and nearly a quarter of all allergen-free food products sold in the UK today are sold at Sainsbury’s. The investment to almost double our range by introducing new products while improving existing ones demonstrates our commitment to offer great choice to all customers.”

The average allergen-free food customer spends 73% longer to shop as they search for information to help them identify suitable products that are free from specific allergens. To make shopping easier, Sainsbury’s has developed front-of-pack multiple traffic light nutritional information and an innovative market-leading packaging design to provide customers with key allergen information on the front of packs, at a glance. Sainsbury’s front-of-pack nutritional information and Deliciously FreeFrom packaging has a color-coded, building block design that clearly shows what allergens the product is free from. Egg, soya and nuts are a now highlighted, along with wheat, gluten and milk.

The full range of Deliciously FreeFrom products will rival the breadth and variety of specialist allergen-free food retailers. The full range will be on offer in Sainsbury’s larger supermarkets, while smaller supermarkets and convenience stores will sell a bigger range than ever before. Additional space in stores will be devoted to the new Deliciously FreeFrom products, making it easier for customers to shop the range.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.