Waitrose has expanded its FreeFrom range with more than 18 new and improved products, responding to rising customer demand for specialist dietary options.
The supermarket chain has placed particular emphasis on sweet treats, following strong sales performance in its FreeFrom cakes category.
The expanded range now includes new items such as the FreeFrom Strawberry Jam & Coconut Loaf Cake and FreeFrom Coronation Chicken Sandwich, bringing Waitrose’s total FreeFrom offering to 42 products.
The updated range features vibrant new packaging aiming to help customers easily identify allergen-free products.
The carrot cake is one of several new editions Waitrose is introducing
Waitrose
Colour-coordinated labels on the front of packs now clearly show which items are free from specific allergens including gluten, milk, soya, egg, and lactose.
The new packaging design aims to make products more visible on shelves, reducing the time customers spend searching through ingredient lists.
The growth extends beyond sweet treats, with the range catering to various dietary requirements including gluten-free, dairy-free, nut-free and egg-free options.
Waitrose FreeFrom product developer, Tim Daly, said: “We have focused on adding more of those delicious sweet treats that we know our customers love, with new products such as our FreeFrom Carrot Cake with Cream Cheese Frosting and FreeFrom Sicilian Lemon & White Chocolate All Butter Cookies.
“These additions now make it much easier to shop for a friend’s birthday or bring treats in for colleagues who might require specialist products.”
New products launched this week include the FreeFrom Carrot Cake with Cream Cheese Frosting, priced at £3.95, and FreeFrom Sicilian Lemon & White Chocolate All Butter Cookies at £2.95.
Other additions released include FreeFrom Coffee & Walnut Loaf Cake, FreeFrom Angel Cake Slices, and FreeFrom Clementine & Almond Squares.
Breakfast and bread options include the new Chocolate & Hazelnut Granola at £3.50 for 350g, and both Soft White Rolls and Seeded Rolls at £3.00 for packs of four.
LATEST DEVELOPMENTS
The FreeFrom Sicilian Lemon & White Chocolate All Butter Cookies are priced at £2.95
Waitrose
The Belgian Chocolate Florentine Flapjacks are a highlight choice and are available at £3.50 for four pieces.
The new items are available in Waitrose shops and online, with select products also accessible through Deliveroo, UberEats, and Just Eat.
Britons also have the opportunity for a new Marks & Spencer drink, priced at just £1.50.
The drink is part of Marks & Spencer Foodhalls new range for this year: Brain Food.