Gluten-free brand Dr Schär UK, is hoping to boost its penetration into the free-from sector by highlighting the existence of an emerging condition – gluten sensitivity.
The symptoms suggest that up to 6% of the population could have an issue when they eat wheat, said the firm. Symptoms include: abdominal pain, bloating, diarrhoea, constipation, headache, fatigue, limb numbness and anaemia.
In response to this, Dr Schär has launched a £1m marketing campaign to highlight awareness of the condition among the general public.
The company also commissioned a survey, among both consumers and healthcare professionals, to ascertain the full extent and boost understanding of the condition.
Emma Herring, retail brand manager, said that, through its research, the firm had learnt that a lot of people were experiencing a wide range of symptoms, many of which mimic those of either coeliac disease or wheat allergy. “Our consumer base is expanding beyond those groups to include those who suffer symptoms of gluten sensitivity. In addition, our survey indicates that healthcare professionals spontaneously name DS-gluten free as the top retail brand when it comes to gluten-free products.
“We’re hoping that the increased public awareness of gluten sensitivity and this heightened healthcare professional brand awareness will mean that we become the ‘go-to’ brand for those advised to remove gluten from their diet.”