According to Allergy UK, the number of children with food allergies in the UK is expected to rise. In fact, between 2013 and 2019, hospital admissions for children caused by anaphylaxis in England rose by 72%. The food industry has responded in different ways, with NHS England making Nestlé-owned branded immunotherapy treatment for peanut, Palforzia, available to treat children with peanut allergy in December 2020. However, Nestlé is now reportedly selling the unit at a cost of $2 billion.
Food safe options are critical, according to Kirsty Dingwall, founder of Angelic Free From. With experts still uncertain as to why childhood allergies are increasing, awareness of causes and cures, as well as safe food options, particularly in schools, are essential. Schools across the UK, for example, are increasingly adopting policies like “Nut Free School” due to rising allergies amongst children.
To support safer snacking policies in schools, Angelic Free From has launched the first dedicated kids’ top 14-allergen-free biscuit offer in Ocado. Dingwall estimates the allergy-free kids snack market to be worth £308 million based on information from the Mintel Free From Market Report 2021.
However, many “Free From” products only omit one or two allergens, revealing a significant gap for a safe snacking option consumers can rely on. Angelic Safetylicious is the first range, created especially for kids, with an allergy promise that goes above and beyond to make snacking safe, wholesome, and delicious for them. The Angelic Safetylicious range is part of the dedicated Top 14-allergen-free aisle in Ocado, offering families a reassuring, nutritious, and tasty option for children that’s perfect for school lunchboxes.
Taste is the key driver in most kids’ lunchbox choices. Children want to be free to enjoy a variety of snacking options, and those with allergies often feel excluded and different to their friends. To reassure school management teams that the products are safe for school, Angelic Safetylicious also works with OFSTED accredited allergy training provider Allergy Badge, funding courses in schools to train teaching staff on how to use auto-injectors. They also have their own ‘Safe for School Initiative’ pack, which they supply as an educational resource to schools with allergy-free policies.
Going above and beyond to ensure the ingredients are free from allergens bumps up costs. However, Dingwall emphasizes that safety is paramount to Angelic Free From. They undertake thorough due diligence on the ingredients throughout their supply chain, including robust product testing to substantiate their claims. They incur additional costs for quality ingredients, which have a premium price due to the additional strict allergy controls and robust testing in place. Angelic Free From aims to keep costs to the consumer at a minimum, but it’s crucial to maintain high standards. They have developed a robust set of manufacturing controls and processes and have a strong foundation to scale the business, with a growth strategy that includes an innovative pipeline and distribution strategy. Marketing is also an important part of their plans to help raise awareness of allergies by collaborating with key charities and initiatives to support safer snacking and understanding across school communities and beyond.