Gluten Free Food and Food Service?

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Gluten Free Food and Food Service?

• By Jane Clarke

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Who are GFS?

• UK Gluten Free RD 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

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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

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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

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Customer Opportunity
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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

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Prevalence of Food Allergies 2010
source TGI
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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

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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

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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

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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.

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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)

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What we offered

• Passionate about pizzas
• Best tasting GF Crust without compromises
• Work with accredited BRC 6 manufacturers
• RD 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

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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)

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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

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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

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COST TO FOOD SERVICE

• There doesnt 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

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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?