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Gluten free in growth

Peroni Gluten Free Food

People across the UK are now taking up Gluten Free lifestyles more than ever as part of their everyday routine. The free-from market is forecast to be worth £670m by 2020, a 43%increase since 2015. And as well as this phenomenal growth, products within this market, which command a significant mark-up, typically command a 50% higher RRP versus standard offerings.2

Due to the change in consumer habits, there is a now a considerable opportunity for Super Premium Beer to capitalise on this trend. Whilst the Gluten Free lager market has grown 77% in the last 7 years2, it is still relatively small in free-from terms and has suffered from a lack of innovation, particularly in the On-Trade where consumers say the market lacks a recognisable brand and consumers struggle to find an option which suits them.

Now is a great time to take advantage of this growing market and attract more customers through your doors. We know that allergen sufferers are highly influential when choosing an outlet therefore having the right product can have a significant impact on their decision-making , as highlighted by the popular Chef, Phil Vickery ‘If you’re a coeliac, you’ll bring 10 of your mates to a pub because you know you can eat there. And looking beyond that, if you can serve GF beer that’s great, because currently all they can drink is cider’3. If you haven’t done so already, consider your offer and design your menu to ensure there are some great options for Coeliacs, making your outlet attractive to these influential decision makers.

Now you can pair a Gluten Free dining menu with the UK’s number one super premium brand Peroni Nastro Azzurro, which is available Gluten Free through Matthew Clark. Responding to changes in consumer needs, Peroni Nastro Azzurro created the Gluten Free variant to cater for coeliacs and for those choosing to lead a gluten-free lifestyle. The product has been certified and endorsed by the Italian Coeliac Association and will enable even more consumers to enjoy the crisp, refreshing taste of Italy’s most iconic beer.

Using their extensive skills and experience, the Italian brew masters have perfected the special gluten-free recipe, involving the use of enzymes to remove gluten molecules, without compromising on taste. Through this process, Peroni Nastro Azzurro is able to offer the same delicate balance of bitterness and citrus aromatic notes through this new liquid, producing the notable refreshing, clean finish, which Peroni Nastro Azzurro admirers have come to love. So make the most of this buoyant segment of the market and broaden your offer by stocking Peroni Nastro Azzurro Gluten Free.

  1. Mintel Free-from Foods UK 2016 report 
  2. Nielsen off-trade MAT to Nov ’15
  3. Publican Morning Advertiser – 5 Feb 2016

About the author

Tim Clay

Tim is the Managing Director for the UK, Ireland and Canada at Asahi UK Ltd. He's been in the industry for more than 25 years, spending that time working with the nation's biggest beer brands.

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