New frozen meals meet demand for free-from foods

The new range, which will be launched under Nutrition Point’s Dietary Specials brand, includes the UK’s first branded gluten-free thin crust pizzas, a gluten-free garlic bread and two gluten-free pasta ready meals.

Sales of free-from foods have increased dramatically in recent years thanks to growing consumer awareness about food intolerances.

According to Allergy UK as many as 45% of people in the UK have a food allergy or intolerance but until now only a limited number of frozen free-from foods have been available in retail.

First launched ten years ago, Dietary Specials has grown to become the UK’s leading gluten-free brand with a 36-strong product range. The new frozen meals, which hit stores this month, will sit alongside the brand’s existing frozen deep pan mozzarella and tomato pizza and award-winning frozen Yorkshire puddings.

Chris Hook, managing director and founder of Nutrition Point, said: “Consumers are now more aware than ever about the importance of maintaining digestive health.

“Our research shows that free-from consumers are very brand loyal. Coeliacs, who can claim food on prescription, often stick to the brands they were given when first diagnosed and expect to see these in the retailers. As a strong prescription brand, we spotted a gap in the market for a comprehensive range of Dietary Specials frozen meals that would provide free-from shoppers with ‘normal’ tasting food and more choice.”

The new Dietary Specials range includes pepperoni, ham & pineapple and Margherita thin and crispy pizzas (RSP around £2.75). The range also includes a pizza garlic bread twinpack (RSP around £3.28) and two new ready meals – Mediterranean vegetable rigatoni and tagliatelle with bacon and mushrooms (RSP around £2.75).