Brakes will be ramping up activity around its ‘free-from’ range over the coming months, not only to highlight its expanding offering but also to educate its customers and help them to capitalise on sales in the fast-growing, ever-changing ‘free from’ market. Besides a raft of new ‘free-from’ products the campaign will include a social media push featuring different products each month, a dedicated ‘free from’ area on the Brakes website, recipe videos, newsletters, advertising and Nectar points on new lines. The activity is designed to inform customers of this growing trend and to give them meal solutions that allow them to create an offering that is unique, stands out and appeals to the consumer.
According to market researcher Mintel,the ‘free-from’ market was valued at £837 million last year, demonstrating 133% growth over the last five years. The market is attracting not only those with food allergies but also consumers looking to exclude certain ingredients from their diets.
To ensure they are meeting this demand Brakes supplies marketleading dairy-free and gluten-free products across bakery, dairy, desserts, fish and seafood, meat and poultry, snacks and meal solutions. None require special preparation and, as well as ensuring great choice, also offer outstanding consistency and taste.
The Brakes ‘free-from’ campaign is designed to inspire and has been put together using feedback from customers and market insight. “We have listened to comments from caterers in the health sector, education, restaurants, hotels and cafes and, at the same time, we have pulled together a wealth of market insight and market data,” explains Sarah Wilkinson, Brakes’ Head of Food and Brand. “The campaign we have devised is designed to inform, offer tips and guidance, and help our customers better understand the ‘free-from’ market. We are aiming to give them on-trend options and solutions that will enable them to cater for their own ‘free from’ customers, boosting sales and prompting business growth.”
Brakes will be supporting the increased activity with a stream of new ‘free-from’ products across the bakery, desserts, meal solutions, deli, and dairy categories.