Rising free-from trend drives 74% turnover jump for gluten-free brand

Gluten-free brand Too Good To Be Gluten Free has reported a 74% increase in turnover in the last financial year.

The Addo Foods-owned brand reported that its sales volume had also increased by 118% in the last financial year, driven by a growing national trend to purchase free-from products.

“The last 12 months have been incredible for us. The brand has seen rapid growth, with major orders from retailers,” said Sam Benjamin, brand manager for Too Good To Be Gluten Free.

“We also launched our e-commerce element to the website last year, which has seen a steady increase in online sales.”

Benjamin added that demands in the gluten-free market had changed, with shoppers looking for higher-quality, luxurious gluten-free products that are indistinguishable from their gluten alternatives.

“Expectations of gluten-free food have shifted; people want to make the transition to gluten-free with no sacrifice on flavour. They also want to see more product options and higher-quality products from retailers and manufacturers,” Benjamin said.

“It has been our mission at Too Good to offer products centred on flavour, and that has put us in an excellent position not to just benefit from the gluten-free growth trend, but also the changes in expectations and shopping behaviour in the gluten-free sector.”

Previously known as NoG, the free-from bakery business rebranded to Too Good To Be Gluten Free last year. The brand recently invested £700k in a new promotional campaign that began in April 2017.

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