The Rise Of Free From

You may have seen that Waitrose recently announced that the FreeFrom category saw a 17% growth year on year in January. Celebrity endorsements from the likes of Gwyneth Paltrow, Miley Cyrus and Victoria Beckham are raising the awareness of this category.

We are delighted to now be sharing a free research report that goes beyond the hype. We interviewed 2,000 consumers about their attitudes to Free From to see what Britons really think about the category. In addition to interviewing consumers, we gave our SUPER TASTERS in our sensory panel gluten free products to test. They were looking to see what the differences are between them and non FreeFrom foods.

Critical reading for anyone with an interest in CONSUMER TRENDS, please fill in the form on the right to download this report.


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Welcome to Walnut Unlimited: The human understanding agency.

Marketing Sciences Unlimited has evolved into Walnut Unlimited: The human understanding agency. At the heart of our proposition is a single concept – human understanding –underpinned with no-nonsense science to generate purposeful insights.

We want to help you better connect with your customers and believe these human insights deliver brand growth.

Created by bringing together all four of the Unlimited Group’s insight agencies: ICM Unlimited, ICM Direct, Marketing Sciences Unlimited and Walnut Unlimited we will deliver a new offer which is greater than the sum of its individual parts.

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