One of our 10 Things You Need To Know About… Cakes & Biscuits

When biscuits’ biggest brand McVitie’s sashayed into the gluten-free market in June, it left no room for doubt about the potential for free-from cakes & biscuits. The brand launched Gluten-Free Original and Chocolate Hobnobs to an onslaught of praise from free-from consumers on social media.

Brits splashed out an extra £119.8m on free-from goods over the past year, taking the market’s value to £763.1m [Nielsen MAT 10 September 2016]. But there’s plenty more growth up for grabs, as McVitie’s expects its gluten-free treats to achieve £3m in sales in its first year.

“The commitment from Pladis to extend our range to provide options to deliver on specific consumer health concerns is evident from these recent launches,” says Sarah Lonorgan, Pladis director of customer marketing. “With 55% of UK consumers now open to buying gluten-free products, bringing the brand’s extensive baking expertise to meet a range of consumer dietary requirements is something we are committed to achieving.”

Nairn’s, which expanded its gluten-free range with Breakfast Biscuits Breaks earlier this year, has seen overall brand sales grow 8.7% on volumes up 8.8%.

“Since launch in 2012, our Gluten Free Biscuit Break range has gone from strength to strength,” says Paddy Cronin, sales director at Nairn’s Oatcakes. “Consumers are snacking more than ever, and free-from consumers are no different, albeit their choice is more limited.”

And gluten-free brand Mrs Crimbles has earmarked the festive season for growth in free-from treats, noting its recent NPD of Choc Macaroon with Stem Ginger and Cheese Straws.

“The health halo that surrounds gluten-free shows no sign of abating,” says a spokeswoman for the brand, “which suggests that consumers seeking a healthier option are still interested in permissive indulgence. The general perception of gluten-free products as a healthier choice could help to fuel their popularity within the cakes & biscuits category.”

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10 Things You Need To Know About... Cakes & Biscuits