The Feel Free story began back in 2003 when managing director Sally Allister was diagnosed with coeliac disease.
After adapting to a life free from gluten, Sally became frustrated with the supermarkets’ free from aisles shrinking at Christmas, Easter and when supermarkets ran mainstream promotions. Sally set about making it easier for people like herself to access quality gluten free food. In 2004 she and her husband Stuart launched an online gluten free shop selling other producers’ ranges.
At that time Sally was also working as a chef and developed her own recipes for a range of gluten free products. She began to have her own products contract manufactured, and in 2010 the Feel Free For Gluten Free brand began trading.
Today Feel Free For Gluten Free has over 50 products, including their award-winning donuts and pies, plus granola, pasta, baking mixes, samosas and Italian ready meals. The business owns two production sites that are dedicated to the manufacture of gluten free foods, offering their customers reassurance around cross-contamination issues.
As a coeliac, Sally understands the demand for high quality, great tasting products made without wheat and gluten. “Having a restricted diet doesn’t mean we have to miss out on great tasting food!” she says.
“We launched Feel Free to give gluten free consumers just like me the choice and variety of foods that they’re entitled to –with the quality to match. We’re proud of our products and feel that they are good enough to be served up on the plates of the whole family and not just to those who avoid wheat and gluten in their diets.”
A variety of Feel Free products are sold in Tesco, Morrisons, Sainsburys, Ocado, Holland & Barrett, TKMaxx, HomeSense, Budgens and independent local retailers.
They are also available to order online at www.feelfreefoods.co.uk.
