Gluten-free Colin the Caterpillar has entered the chat. M&S and partner Park Cakes teamed up to bring the iconic caterpillar to the gluten-free market this year. What does this tell us about demand for free-from cakes in general? Are there opportunities still to be had? This feature will find out.
Key topics this feature will explore:
- How is the free-from cake category performing and what does this tell us about consumer demand for these types of products? How does performance and demand differ by dietary need (egg-free, vegan, gluten-free, nut-free etc)?
- Who are the main suppliers/operators in this segment and how are they performing?
- What are their strategies for growth? How is this reflected in investment and NPD?
- What have been the top innovations in this market over the past year and why?
- How have ranges – both in retail and out of home – changed over the past year and why?
- How are smaller players responding to changing demand for free-from?
- What opportunities are still up for grabs and how are suppliers responding?
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