The countdown is now on to Free From Food/Ingredients 2015 – which will showcase the very latest in “free from” products from across Europe and beyond on June 4 and 5 in Barcelona. The doors will open on the third edition of the two-day exhibition with hundreds of exciting food and drink products – from gluten free to nut free, going on display. Exhibitors include Warburtons, Mrs Crimble’s, and Nature’s Path from the UK, Fishmasters from Netherlands, Wellaby’s from Greece, Mulino Marello from Italy and Oskri from the USA.
Mrs Crimble’s will use Free From Food/Ingredients 2015 to herald a new sub brand: Gluten Free….and Good For Me. Launching in May, the first products to hit the shelves will be three varieties of Italian pasta with sauce and three new cereal bars. Pasta with sauce is the first combination product available from Mrs. Crimble’s within “free from,” with corn pasta and dried sauce.
Nature’s Path will be exhibiting its range of gluten free breakfast cereals. Wellaby’s from Greece will be showcasing an innovative “free from” baked snacks including its award-winning Lentil Chips. Italy-based Mulino Marello will be exhibiting stone ground gluten free flours while Slendier, from Australia, will be highlighting its Calorie Clever range – “free from” pasta, noodle and rice alternatives. Meanwhile Britain’s biggest baker, Warburtons, will be showcasing products from its award-winning Newburn Bakehouse range – gluten-, wheat- and dairy-free wraps and gluten free cracker thins.
“There will be a stunning, innovative and diverse range of products on show at Free From Food/Ingredients 2015 – which really does make it an exhibition not to be missed. It just goes to show that the Free From market is growing at an incredible pace – with more exciting products now available than ever before – right across the ‘free from’ spectrum. The presence of exhibitors such as Warburtons at Free From Food/Ingredients 2015, highlights how hugely important the Free From category is,” said Ronald Holman, Exhibition Director.
Mondelēz International today announced the acquisition of Enjoy Life Foods, a private U.S. snacking company and the market-leading brand in the fast-growing “free from” segment. Enjoy Life offers more than 40 great-tasting products, including cookies, chocolate, snack bars, and savory snacks that are allergy-friendly and glutenfree.
Enjoy Life’s products are free from the eight most common allergens – wheat, dairy, peanuts, tree nuts, egg, soy, fish and shellfish – which together account for about 90 percent of all food allergies. “As we focus on continuing to drive growth in snacking, the acquisition of Enjoy Life Foods is a great strategic fit for us,” said Mark Clouse, Chief Growth Officer at Mondelēz International. “The Enjoy Life brand expands our portfolio into faster growing, on-trend, ‘better for-you’ areas and provides an excellent platform to make these delicious offerings available to consumers with ‘free-from’ needs or simply looking for healthy-lifestyle options, both in the United States and beyond.”
The $12 billion “free-from” market in the United States is large and growing at strong double-digit rates, driven by an increasing incidence of food allergies and food intolerances as well as consumers adopting “free from” as a healthy-lifestyle option. “Enjoy Life offers an excellent brand promise that’s trusted by their loyal and engaged consumers,” Clouse said. “We’re excited about the extraordinary potential of this business and the entrepreneurial team leading it. We have a great opportunity to share our expertise, learn from their experience and work to accelerate Enjoy Life’s growth in this exciting consumer space.”
“We’re thrilled! As we combine our great brand, market leadership and passion for our consumers with the global resources, scale and marketing expertise of Mondelēz International, I’m confident this relationship will enable us to reach even greater heights,” said Scott Mandell, CEO and Founder of Enjoy Life Foods. Mandell and other members of the Enjoy Life leadership team will continue to lead the company. Mondelēz International will operate Enjoy Life Foods as a separate, wholly owned subsidiary to continue to nurture its entrepreneurial spirit, but will provide back-office support and access to its global resources.
The transaction was a simultaneous sign-and-close deal. Financial terms were not disclosed.
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