Amisa – understanding the opportunities for the free from category

giles-disc-028Amisa, Windmill Organics’ special diet and nutrition brand, is seeing positive growth and uptake across the board from independent health food retailers to the multiples. Sales have doubled over the last year.

Donata Berger, co-founder of Windmill Organics and co-creator of the Amisa brand says: “While caring for our consumers special dietary needs, our approach is a holistic one. Starting where possible, with unrefined ingredients, we produce foods that not only care for the consumers special dietary need but also their need for nutritionally balanced, tasty and enjoyable food.

“Avoiding chemical pesticides, fertilizers and additives is especially important to those with food intolerances. By carefully choosing only the purest organically grown ingredients, we provide tasteful and healthy choices that can be enjoyed by the whole family and friends at mealtimes or for snacking on the go” she adds.

Today, as much as 45 per cent of the UK population claim to have an intolerance or sensitivity to certain foods. For Windmill Organics, with 18 years’ market experience, this has represented the ideal timing to help support retailers with a range of whole grain crispbreads, grissini, snacks, biscuits and cereals, developed with specialist knowledge to back them. The Free From market is one of the fastest growing categories in the industry; the category is expected to double in size from 2006 levels by 2010. IRI shows the category has already reaching £190 million in value.

Imaginative offerings are key to drawing consumers to the range, such as Amisa Kamut Crispbread with Wild Garlic & Green Peppercorns or Amisa Spelt Snack Sticks with Sesame and Black Cumin, and mean that special diet consumers can now enjoy foods that satisfy all their needs.

Amisa
www.amisa.co.uk