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Brakes increases focus on free-from

Brakes dairy free miso tuna filling

Brakes will be ramping up activity around its free-from range over the coming months, to help fish and chip shop owners understand and cater for this ever-changing market.

As well as introducing new free-from lines, 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.

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 friers are meeting this demand, Brakes offers 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 consistency and taste.

Sarah Wilkinson, Brakes’ head of food and brand, comments: “The campaign we have devised is designed to inform, offer tips and guidance, and help our customer 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.”

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