Nutrition Point is tapping into the burgeoning free-from food market again by increasing its range of frozen meals for gluten-intolerant consumers.
The new products will be launched under the company’s Dietary Specials brand and will include the UK’s first gluten-free thin crust pizzas and two pasta ready meals, Talking Retail reports.
They follow on the success of Nutrition Point’s frozen deep pan pizzas and Yorkshire puddings, which are also aimed at coeliacs.
Since its introduction ten years ago, Dietary Specials has grown to become one of the country’s leading gluten-free ranges, boasting 36 products.
Managing director Chris Hook says: “As a strong prescription brand, we spotted a gap in the market for a comprehensive range of Dietary Specials frozen meals that would provide free-from shoppers with ‘normal’ tasting food and more choice.”
Birds Eye has also noted increased demand for frozen meals. The company recently told Talking Retail it plans to capitalise on the trend with a new advertising campaign explaining how the range can reduce wastage.