Gluten Free Food and Food Service? By Jane Clarke
Who are GFS? • UK Gluten Free R&D and/or Manufacture • Industry Experts • Find needs in the market and create solutions • Own brand/contract manufacture or consultancy • Winner Free From Food Awards 2013: • Best Product in Food Service
What is Coeliac Disease? • An autoimmune disorder: the body attacks its own healthy tissue when exposed to gluten • Gluten = plant protein in wheat, barley, rye, oats • It is possible to have a wheat intolerance (more common) but not be coeliac • Coeliac Disease Cure: Gluten Free diet for life
Wheat Free UK Statistics • 1% of UK population = Coeliac • Per one coeliac = 5 more undiagnosed • 20% people in UK suffer from IBS • Of which 11% avoid wheat • Total : 12% avoid wheat permanently because of food intolerance • 26%-30% self diagnosed wheat avoiders
Free from statistics • 2011: £2 billion ($2.3 billion) industry globally • 2011: UK Free From Sales hit £238,000,000 • Estimated 12,000,000 UK consumers • Growth: 120% - last 5 years. • 2016: Estimated UK sales £500,000.000
Why do so many buy into the Free From Offering? • Severe Allergy • Food intolerance • Life style choice eg. Victoria Beckham, Andy Murray, Jennifer Aniston, Oprah Winfrey • Family member
FOOD SERVICE GROWTH OPPORTUNITY • Wheat intolerant and coeliac sufferers’ needs are catered for on Free From shelves in UK supermarkets • Generally over looked in food service • Result:Huge Market Growth Opportunity
How do COELIACS AFFECT F.S. PROFITS? • It is well known that families with a coeliac member often ALL eat wheat free diets • The whole family refrain from eating out together if one family member cannot be catered for • One coeliac = up to 5 lost orders in food service • More and more people are CHOOSING to eat wheat free as a lifestyle option
FREE FROM FOOD LABELLING • In the UK, a food with less than 20 pp million which has been tested can be labelled gluten free • Between 20 and 100 pp million it can be called low gluten • For food made with no gluten containing ingredients but not certified, it may be labelled no gluten containing ingredients.
What did pizza houses want? • Base without contamination risks/hassle free • Great crust and taste • Supplied as a frozen raw base or a frozen par cooked base or ambient base/mix • Base able to withstand fierce temperatures of commercial ovens without burning • Dough which behaves, tastes and bakes the same as regular dough • Good shelf life (ambient or frozen)
What we offered • Passionate about pizzas • Best tasting GF Crust without compromises • Work with accredited BRC 6 manufacturers • R&D had already been done • Base could be fine tuned to exact specification. • Virtual no other ingredient allergens *not tested • High in dietary fibre = good for overall digestion • No xantham gum
WAYS TO AVOID cross contamination • Separate Storage • Ensure all toppings are gluten free • Change base shape to for clear identification • Use colour coded pizza tins for GF • Line with baking parchment • Wash hands before handling bases • Clean cutlery to apply toppings slice pizzas • Staff education and training (* Coeliac UK)
Where to advertise? • Crossed Grain magazine • Restaurant windows and doors • Own Website • Coeliac UK and Allergy/Foods Matter • Gluten Free Solutions Website • Health and fitness magazines • Press Editorial & social media • Existing Flyers and media
Why is Free From so expensive? • Gluten free food can cost 4-8 times or more than mainstream equivalents • Ingredients are more obscure and expensive to source • Ingredients not purchased in high volumes • The factory they are made in has to be conform with current gluten free legislation and testing
COST TO FOOD SERVICE • There doesn’t have to be any: Coeliacs & wheat avoiders are used to paying high prices to eat the right food • Small supplement could cover additional costs plus set up and launch costs • Bigger opportunities for wheat avoiders and families to eat out together which more than off sets associated expenses
Recession Proof Growth • Despite record supermarket sales in Free From food, no gluten free offering used to be available in national pizza chains and potential remains huge • Q: Can Food Service afford to go gluten free? • A: Can Food Service afford not to?