Vegan and gluten-free cakes

Source: Getty Images / Jesper Mattias

  • Publication date: Wednesday 28 May 2025
  • Editorial submissions deadline: Wednesday 30 April 2025
  • Editorial contact: Dan Riley, dan.riley@wrbm.com 

Who’s leading the charge in free-from bakery?

How is the free-from market developing and who is leading the charge? This feature will explore how large retailers and independent bakeries are approaching the free-from market, which areas they are focusing on, and highlighting success stories and key challenges. This will include gluten-free, nut-free, vegan, and more.

Key topics this feature will explore:

  • How is the free-from market performing?
  • Which areas are in growth, and which are in decline? Why is this?
  • How does this differ by different product categories and types?
  • What impact are wider societal trends having on this? Inflation? Health? Etc…
  • How have retailers’ free-from ranges changed over the past few years and why?
  • Which allergies or dietary preferences/needs are they catering to and why?
  • What are manufacturers doing to support this?
  • How are smaller players responding to changing demand for free-from?
  • How do their strategies or focus differ from larger players?