Following Mintel data, which revealed that the ‘free from’ market has grown by 30% since 2015 and is predicted to hit £952 million by 2021, Brakes has announced new product development plans across its bakery, fish and seafood, dairy, deli and meal solutions sectors.
Meal solutions category manager, Louise Hatch, explained: “Over the coming year we will be educating our customers and inspiring them to add ‘free from’ to the menu. The demand is definitely there, not just from those who have an allergy or intolerance, but also from the increasing number (55%) who have adopted a ‘free from’ lifestyle for its health benefits.”
New dishes to expect include: sweet baked vegan goods; dairy cheese alternatives; meat-free quiche; ‘free from’ desserts; vegan ice creams and ‘free from’ frozen MSC Alaskan pollock portions.
Brakes has also said that it will “help customers encourage consumers to buy into occasions such as ‘meat free Mondays’ and ‘free from Thursdays’ to boost profits,” and that it is “working closely with leading ‘free from’ societies to ensure that [its] products are properly approved.
Hatch added: “We want to offer our customers reassurances that they can pass on, and at the same time we want to be at the forefront of revolutionising the menu in order to drive sales for them.
“Whether you are catering for a people with an allergy or intolerance, vegans or vegetarians, or indeed flexitarians who enjoy a mixture of meat and meat-free meals, ‘free from’ plays an important role. Brakes is geared up to lead the way so keep an eye out for some exciting launches over the coming months and stay ahead of the competition.”
As well as offering a range of vegan, gluten/dairy/nut and meat-free meals, the company is also planning on launching products that provide a total ‘free from solution’ that cover all dietary requirements.