On Friday I happened to see a full page advert in a national newspaper, The Sun advertising a free from product. I have to say that I was a little surprised to say the least to see this type of advert in a national newspaper. It was a well timed advert for the lovely weather we are having at the moment. It was for Tesco’s own range of free from ice cream cones. Or as I like to call them their safe version of a Cornetto for me :). This was later followed by a plug on Twitter. I think that a lot of people with food allergies, or intolerances are already aware of this product. When it was first launched both Twitter and Facebook was full of posts from people getting excited by Tesco’s new product and subsequently posting their reviews. I even had to wait a little while to get these ice cream cones, because they were so popular. So do supermarkets like Tesco’s really need an advertising campaign? It seems to co-inside with the rapid development of the free from market. This market hasn’t just expanded due to a sudden increase in food allergies / intolerances but also because many see it as a lifestyle choice. This will no doubt start a debate in itself. I personally think that it is great that more free from products have their ranges advertised in national newspapers and magazines. Not everyone uses social media, so although it may be targeting a particular company it makes people aware that more products are now more readily available.

I just hope that it means small and upcoming companies that are often developed as a result of a family member having an allergy, still get a chance to thrive and develop within this market place. I hope that they get just as much opportunities to sell their products both locally and nationally and do not lose out as a result of large companies monopolizing the market. Oh and of course that people with any food allergies / intolerances continue to support these companies as well.

I personally think that it is great that more products are easily available for me to buy and try. In the past I would never have dreamt of popping into a supermarket and being able to pick a cake that I could eat straight away. Or having a range of quick and easy to find crisps to choose from. However, if I am going to be a tad grumpy / negative I wish that in the long-term even more sweet treats especially cakes will be dairy free. So often they are free form other allergens but not milk. In fact I did feed this back to ladies at Tesco’s at the recent Allergy Show in London. I was informed that they had received several other similar comments. So I hope that Tesco’s and other supermarkets will listen to little old me and other dairy free peeps so that hopefully we can enjoy even more free from products in the future. That said I will remain loyal to the small independent companies that I have grown to love because I feel that it is very important to support them.

I would love to know what you think. Thanks C 😀.


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