The “dirty little secret”
At this years’ Free From Expo in Barcelona, many brands have attempted to endorse their sugar-free credentials to combat the growing mistrust of free-from foods.
“Concerns about the healthiness of free-from products were evident in all categories. It’s long been the dirty little secret of free-from that the nutritional profile if often far poorer than the conventional equivalent products. This is the category’s Achilles’ heel. Out at the Expo, companies looked to repair the damage done by this negative publicity and present a more natural, less processed slant to products” Hamish Renton, MD of HRA food & drink consultants.
Read this month focus on free from here https://www.thegrocer.co.uk/reports/category-reports/flying-high-free-from-category-report-2017/554810.article