UK wheat-free producer Dietary Specials has revamped its range to make its product portfolio look more “mainstream”, the company has told just-food.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
The overhaul will include new products, packaging and recipes. The company’s first new product, ciabatta rolls, has also been launched, and a frozen products range is due out in the next few months.
Dietary Specials marketing manager Maggie Quinn said “We carried out a lot of consumer research last year and most were saying they felt the brand looked a bit tired and clinical. We wanted to revamp the range to make it look as mainstream as possible, so consumers didn’t look like they were buying a product that was specifically for people with an intolerance or allergy.”
With a growing market of consumers opting for a wheat free diet, it seems there are two emerging markets, said Quinn. “We found one market was the people who are coeliacs or people who have to eat wheat-free products. The other was people who wanted to lose weight and had gained the perception that the product may help with this.”
Quinn added: “There is certainly a growing market of consumers who are choosing to buy wheat-free products as a lifestyle choice, whether it’s to lose weight or if they suffer with IBS or an intolerance of some description.”
Other existing products in the range will receive the same repackaging throughout 2008.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalData
