Sainsbury’s Innovates With FreeFrom Cheese Alternative

sainsbury-fake-cheeseGreat news for vegans and those with milk allergies or intolerances, Sainsbury’s has answer to your foodie cravings – milk-free coconut-based alternatives to cheese – available across the UK in the Deliciously Freefrom private brand.

The cheese alternatives are part of a full relaunch of the new Deliciously Freefrom private brand at Sainsbury’s with a host of new and improved products. These include products from across the whole store – from the frozen, canned & packaged and chilled aisles to ready meal choices like wheat, gluten and milk-free beef lasagne, or chilled wheat and gluten free pizzas, making it more convenient for customers with food allergies or intolerances to complete their food shop in one place.

As of May this year, the new Deliciously Freefrom range also incorporates a new way of communicating allergens and introduces market-leading front of pack allergen communication, designed to provide key allergen information at a glance, as well as a greater choice of better-tasting products. The range now includes labelling for three further allergens of egg, nut and soya, in addition to the existing wheat, gluten and milk labels, meaning those with dietary requirements can have more clarity on what is available to them.

There are seven coconut-based cheese alternatives to choose from, including:

  • Cheddar-Style – available both as a block and grated
  • Wensleydale-Style with Cranberries
  • Greek-Style – a coconut-based alternative to Feta
  • Cheddar-Style with Caramelised Onion
  • Soft Cheese-Style – available in both Original and Garlic & Herb

The cheese-alternatives have been developed to be enjoyed in the same way as regular cheese – from melted on toast and stirred into pasta, to sprinkled over salads and deliciously whipped into the perfect frosting.

Alexa Masterson, Sainsbury’s Product Developer for Deliciously Freefrom comments: “We’re really proud to launch the widest range of supermarket own brand cheese-alternatives to the UK, including a number of products that are first to market. These cheese-alternatives, alongside our broader Deliciously Freefrom offering, allow our shoppers to prepare meals and enjoy products that they may have previously missed out on.”

Sainsbury’s research recently found that the most longed-for dishes for shoppers with allergens and intolerances are: pizza (82%), cheese board (77%), cheesecake (75%) and lasagne (73%). The cheese-alternatives, alongside other new Freefrom products, have been launched to help customers with food allergies and intolerances recreate their favourite meals.

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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.