Deliciously FreeFrom range puts customers in control

Deliciously FreeFrom range puts customers in control

With our Deliciously FreeFrom offering, we’ve given customers even more choice of great tasting products that exclude specific allergens.

Customers want choice, quality and great taste when it comes to ‘FreeFrom’ products. So, responding to demand, we’ve launched a new and improved Deliciously FreeFrom range.

Previously, all our FreeFrom products excluded gluten, wheat and milk. But with Deliciously FreeFrom, products can be free from any one of six allergens – gluten, wheat, milk, egg, nut and soya – and there’s clear, colour-coded labelling to tell customers which allergens are excluded from each product.

Deliciously FreeFrom choices

Sainsbury’s Deliciously FreeFrom ‘cheddar-style with caramelised onion’ coconut-based alternative to cheese – wheat free, gluten free, milk free and egg free

We launched Deliciously FreeFrom in 2016, and we’ve introduced or developed more than 90 products in our own-brand FreeFrom offering since then, nearly doubling the number of products which can now be found in our frozen, ambient, fresh and chilled categories.

 

 


The range includes:

  • a selection of milk-free, coconut-based alternatives to cheese – with the widest range of supermarket own-brand cheese alternatives in the UK
  • our first milk-free ‘ice cream’
  • a new range of six Deliciously FreeFrom loaves – with higher fibre content than other retailers1, to support people with coeliac disease.

And in January 2017, we became the first supermarket to offer gluten-free bread freshly baked in store, at 186 locations.

 1 Compared to Tesco, Genius, Warburton’s and Asda ‘FreeFrom’ loaves.

Our FreeFrom story

We’ve been committed to FreeFrom products for a long time and were the first retailer to introduce a ‘FreeFrom’ category in 2002. Today, nearly a quarter of all FreeFrom products sold in the UK are from Sainsbury’s.

We also support those seeking to avoid certain allergens in other ways. For example, in 2016 we sponsored two workshops for health professionals run by the King’s College Allergy Academy.

Freefrom Pasta range

Our Deliciously FreeFrom Pasta is all made for us by a family-run business in the south of Italy, using a blend of rice, maize and quinoa flours.

“Deliciously FreeFrom helps customers live better with dietary intolerances and allergies.”

Alexa Masterson
Sainsbury's Product Developer for Deliciously FreeFrom

It’s a flexible approach, opening up a wider range of choices and letting customers easily select the right product at a glance, as they can simply avoid products which include the allergen that is specific to them.

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products in our Deliciously FreeFrom range.