Sainsbury's FreeFrom Relaunch

For their major freefrom relaunch, not only have Sainsbury's developed over 30 new products (check new products for reviews of the first few launching at the end of January) but they have revamped/improved/ redesigned/repackaged all of their existing freefrom lines. All the range will appear in this new, rather sophisticated pale green livery – a huge improvement on the somewhat lurid yellow packaging which went before!

In addition, Sainsbury’s will be launching over 50 new branded lines - from brands such as Genius, Doves Farm, Mrs Crimbles and the new Anthony Worrall Thompson stock cubes.

The relaunch will happen in two bursts – some products on 25th January to coincide with Indoor Allergy Week withthe main relaunch on 25th February.

Although the primary focus is on gluten and wheat free, wherever possible products are also dairy free. Sainsbury's say that their first objective is for the product to taste good – as good or even better than a non-freefrom alternative. If that is achievable when both are excluded they will do so, if not, taste comes before dairy free.

The relaunch will also include their small, but growing, range of frozen freefrom products which will live in the frozen food section rather than the freefrom section but which will be heavily signposted.

To accompany the relaunch Sainsbury's have also revamped their product guidance lists and their special diets customer care lines on 0800 636 262.

There are now 16 guidance lists, all downloadable pdfs which can be found on the website (www.sainsburys.co.uk/freefrom). These have all been reviewed and will continue to be updated monthly. Because of the number of people with multiple allergies, lists are available not only for individual dairy, gluten, nut, egg etc allergies but for combined allergies. These include egg and nut, coeliac and milk and gluten and vegetarian.
Additional combined lists can be requested by calling the Sainsbury’s Customer Careline on 0800 636 262.

The lists also include helpful information on how to read labels, how to supplement your nutrition to avoid deficiencies if you are on a dairy, wheat etc-free diet and, of course, on the Sainsbury's website you will find lots of tired and tested freefrom recipes.

Customer service care lines can now also refer queries to a 'knowledge team' who have had, and will continue to have, ongoing training about the own-brand freefrom products and should be able to deal with most queries.

Nota Bene
25% launch discount on all products for 2 weeks from 25th January.

www.sainsburys.co.uk/freefrom

New product reviews:

Korma sauce, Green Thai sauce and Bombay potatoes
Spanish style meat balls and beef gravy
Pure porridge oats
Zesty Lemon Cake Slices, Ginger Cake slices and Mini Banoffee Bites
Genius sliced bread

Click here for a more detailed article on Sainsbury's role in the development of freefrom over the years.

More new freefrom products

Back to freefrom foods home

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