Specialist food firm to supply Tesco with frozen range
WARRINGTON-based Nutrition Point has teamed up with Tesco to launch the retailer’s first ever range of frozen gluten and wheat free foods.
The Dietary Specials frozen range, which is distributed by Nutrition Point in the UK, has just launched in Tesco stores and includes pizza, Yorkshire puddings, beef lasagne, steak pie, sausage rolls and shortcrust pastry.
The brand’s frozen products have already seen strong sales growth in recent months – increasing 33% in volume in the last year alone.
Nutrition Point will support the Tesco launch with a consumer marketing campaign including press advertising, direct mail, couponing, sampling and online communications.
Peter Stone, commercial manager at Nutrition Point, said: “We spotted an opportunity for Tesco to boost its free-from food sales and attract new consumers into the frozen category.
“Our research shows that gluten and wheat free shoppers really struggle when it comes to finding quick meal solutions and snacks. Our ds frozen range has been designed with this in mind and we’re confident that there will be strong demand from customers.”
The firm has also had 14 products shortlisted across eight product categories at the national FreeFrom Food Awards, run by Food Matters.
Now in their third year, the FreeFrom Food Awards celebrate innovation in creating foods that do not include gluten, wheat or dairy. The winners will be announced by TV chef Antony Worrall Thompson at a ceremony in London on April 21.
