Waitrose has added 10 new items to its free-from bakery range and introduced colour-coordinated labels to aid customers in identifying which allergens are absent.
Among the own-label lines recently launched at Waitrose stores and online are various formats of gluten-free cake as well as gluten-free rolls, flapjacks, and cookies. One product – Angel Cake Slices – is also milk free.
Waitrose free-from buyer Katie Hesling noted that free-from eating was no longer confined to just gluten free. “We are seeing searches at Waitrose for terms such as ‘egg free’ and ‘milk free’ up 300% and 25% over the last seven days, highlighting that our customers know that they can look to us when shopping for specialist diets,” she commented.
The move to expand its free-from range comes at a time when Waitrose reports soaring demand for specialist food accommodating dietary lifestyles. Sales of its free-from cakes have increased by 24% year on year, with FreeFrom Carrot Cake Slices sales going up by 36% during the same period, it said.
This follows on from last year’s surge in seasonal free-from products at Waitrose, when sales leapt by 40% year on year. Growth was most visible for its FreeFrom Panettone (+321%), FreeFrom Mince Pies (+33%), FreeFrom Orange & Almond Slices (+18%), and FreeFrom Choc Cherry & Ginger Tiffin (+5%).
Here’s a full list of the new free-from arrivals to Waitrose:
- Free From Soft White Rolls (rsp: £3, four-pack)
- Free From Seeded Rolls (rsp: £3, four-pack)
- Free From Angel Cake Slices (rsp: £2.80, five-pack)
- Free From Carrot Cake with Cream Cheese Frosting (rsp: £3.95)
- Free From Coffee & Walnut Loaf Cake (rsp: £3.50)
- Free From Strawberry Jam & Coconut Loaf Cake (rsp: £3.25)
- Free From Clementine & Almond Squares (rsp: £3.25, four-pack)
- Free From Belgian Chocolate Florentine Flapjacks (rsp: £3.50, four pack)
- Free From Sicilian Lemon & White Chocolate All Butter Cookies (rsp: £2.95, eight-pack)
- Coronation Chicken Sandwich on gluten free seeded bread (rsp: £4.50 or as part of a £5 meal deal)
The new packaging helps the free-from products stand out more on shelves, said Waitrose, adding that colour-coordinated labels on the front of the pack – such as yellow for gluten-free and blue for milk-free – make it easy to spot which products don’t include gluten, milk, soya, egg, or lactose.
Waitrose recently unveiled a raft of new sweet bakery items for Easter and spring 2025, including hot cross bun-inspired makeovers of panettone and Danishes.
Do you make the best free-from bread or cakes?
Then enter Britain’s Best Cake or Britain’s Best Loaf! Both competitions feature free-from or gluten-free categories.
Proudly sponsored by Dawn Foods, Kluman & Balter, Rainbow Dust, and Sonneveld Group, Britain’s Best Cake 2025 aims to celebrate the sumptuous, sweet treats on offer in the UK. There are eight categories to choose from, offering up the opportunity for all types of cakes to triumph. The competition takes place on Monday 7 April at NEC Birmingham. Entries cost £37+VAT.
Britain’s Best Loaf 2025 is sponsored by ADM, Brook Food & Bakery Equipment, L&M Parnaby, and Rademaker. It recognises the very best UK bakers who believe their bread-making skills are a crust above the rest! There are also eight categories to enter, with judging and winners announcements at NEC Birmingham on Tuesday 8 April. Entries cost £37+VAT.
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