Free-from trends

Jul 2022

Consumers are ready to pay more for free-from food and beverages, as products free from allergies – such as gluten and lactose – are considered as major attribute of “clean” eating.  “Palm oil-free” and vegan claims are fastest growing claims in recent product innovations. Such free-from claims are commonly found in product launches from bakery, snacks and dairy. Adding to that, health benefits like “fat-free”, “sugar-free” and “calorie-free” are also gaining importance.


Morrisons Free From (Gluten, Wheat, Milk) Lemon Flavour Cake Slices (UK) Four sliced sweet and tangy lemon flavor sponge cakes made with rice flour and tapioca starch, topped with lemon filling and nibbed sugar pieces. Free from gluten, wheat and milk. New recipe. Suitable for vegetarians. No artificial colors or flavors.