The Warburtons Gluten-Free Breads Rebranding Focuses on What Isn't in it
Michael Hemsworth — November 15, 2017 — Lifestyle
References: foodbev
The free-from food market is expanding by leaps and bounds as consumers seek out alternative food products for health or dietary reasons, which the new options like the Warburtons Gluten-Free Breads rebranding are identifying.
The rebranding features products that are now focused on what they don't contain in order to accommodate dietary restrictions amongst many consumers. This makes them simple to pick up rather than having to comb through the ingredient list to see if a food or additive that you need to avoid is present.
The Warburtons Gluten-Free Breads rebranding were explained by Chairman at Warburons, Jonathan Warburton, when he said, "Mainstream brands have been the key drivers of incremental growth in free from in recent years. As the nation’s favourite baker, we believe that if you follow a gluten free diet, you should still be able to enjoy the taste and quality you’d expect from the company, which is why we first launched our range nearly seven years ago."
The rebranding features products that are now focused on what they don't contain in order to accommodate dietary restrictions amongst many consumers. This makes them simple to pick up rather than having to comb through the ingredient list to see if a food or additive that you need to avoid is present.
The Warburtons Gluten-Free Breads rebranding were explained by Chairman at Warburons, Jonathan Warburton, when he said, "Mainstream brands have been the key drivers of incremental growth in free from in recent years. As the nation’s favourite baker, we believe that if you follow a gluten free diet, you should still be able to enjoy the taste and quality you’d expect from the company, which is why we first launched our range nearly seven years ago."
Trend Themes
1. Free-from Products - The expansion of the free-from food market is creating opportunities for companies to offer alternative food products for health and dietary reasons.
2. Rebranding with a Focus on Exclusions - Rebranding products with a focus on what they don't contain can make them easier for consumers with dietary restrictions to identify and purchase.
3. Mainstream Brands in Free-from Market - Mainstream brands driving growth in the free-from market are filling a need for consumers who require specialized diets due to health or dietary reasons.
Industry Implications
1. Food and Beverage - The free-from food market is disrupting the conventional food and beverage industry, creating opportunities for companies to offer alternative products and labeling.
2. Retail - The growth of the free-from food market creates opportunities for retailers to cater to consumers with dietary restrictions and create specialized sections for these products.
3. Marketing and Branding - The rebranding strategy of focusing on exclusions and dietary restrictions presents opportunities for marketing and branding companies to develop new tactics to capture this growing market.
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