With growth of the ‘Free From’ food category at 14.5% [Kantar WorldPanel 52w/e 17 April 2011], the £199.5m industry is in good health – particularly when it comes to gluten–free.
As national retailers place a stronger emphasis on their ‘Free From’ ranges, London PR Consultancy, EntrePR, is seeing a rise in demand of food companies seeking its expertise. EntrePR works with a number of brands looking to target the mass consumer with a strong health-focused message.
Today, EntrePR won an account with Gluten-Free Baking Mix, Amy Ruth’s, targeting national retailers and consumers with its innovative blend of healthy whole grains, flax and chia seed.
BBC Dragons’ Den success Kirsty Henshaw has also recently re-appointed EntrePR to manage her re-brand as she launches a new range of healthy ‘Free From’ ready meals, set to launch with a major retailer in July 2012. Despite being labelled ‘Free From’ the Preston-based entrepreneur is targeting the mass consumer with its healthier options.
Other EntrePR ‘Free From’ clients include Sweet Freedom, a natural alternative to sugar made 100% from fruit currently sold at Waitrose and Morrison’s; and Honestly Healthy, a range of products and luxury ‘Fridge Fills’ based on the alkaline lifestyle – Organic Chef Natasha Corrett and Nutritionist Vicki Edgson, have written a book on this subject that will be available to purchase in June 2012.
EntrePR founder Gemma Massey who was recently announced as one of PR Week’s Top ‘29 Under 29’ said: ‘I’ve recently noticed a big surge in the demand for, and exposure of, ‘Free From’ products. Companies are looking to gain positive PR about their products in this category in a bid to make it more mainstream.
‘Consumers appear to be much more receptive to ‘Free From’, and retailers are responding to this as media awareness increases.
‘Part of my role working with this category involves making ‘Free From’ products more accessible to everyone, highlighting that you don’t need an allergy or an intolerance to eat gluten free foods. A large number of people are now opting for a non-dairy or gluten free diet out of preference, not need.’
EntrePR was founded in 2009 by Gemma Massey in order to fill a gap in the market and cater for start-up companies, entrepreneurs and brands breaking into completely new markets.