Free-from is becoming much more mainstream, moving beyond food allergens and intolerances. While it’s still vital to innovate products for lactose intolerance, gluten allergies and so forth, the umbrella term of free-from has taken on many different meanings. What does free-from mean to consumers now that/as planetary health concerns take hold?
Deforestation-free, slaughter-free, palm-oil-free, catch-free, and free-from any animal ingredients is also becoming part of the storytelling process for brands keen to show they understand the intrinsic link between food production and its negative impacts on the environment.
Free-from expansion, Foods that tick the boxes of being good-for-you while being good-for-the-planet take center stage.