Sainsbury’s Innovates with Vegan Neapolitan Ice Cream

UK-based grocer Sainsbury’s recently launched a new line of vegan ice cream in its private brand Deliciously Free From. The new coconut oil-based products are available in strawberry, chocolate and vanilla. Each product is wheat-free, gluten-free, and soy-free, and retail for £3.50 ($4.91) a pint. Sainsbury’s Free From line is designed specifically for customers with food allergies and intolerance, and all of its products in the line are made in dedicated “free from” facilities.

Alexa Masterson, product developer at Sainsbury’s said: “We are excited to launch the latest additions to the Deliciously Free From range – a lot of love and attention has gone into developing these products to ensure our customers with an allergy or intolerance to wheat, gluten, milk, egg or soya can enjoy.

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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.