A £100m opportunity: Knorr launches guide to help operators gain gluten-free accreditation

Unilever Food Service’s Knorr brand has teamed up with Coeliac UK, the national charity for people with coeliac disease, to release a gluten-free kitchen guide. The guide – the second in the series – offers operators step-by-step instruction on how to set up a kitchen so it complies with gluten-free best practice. It also explains how to get Coeliac UK’s gluten-free (GF) accreditation, which can help to boost sales. In fact, some operators have reported up to 10% increase in sales since getting accredited [Marine Hotel, Ballycastle, 10% increase in sales Feb 2014 – Feb 2015 compared to previous year.].

Sarah Sleet, chief executive of Coeliac UK, said: “Not only does gluten-free accreditation reassure customers that your food and kitchen are safe, it has a real impact on your bottom line too. It is estimated that the catering industry is missing out on £100m from people with coeliac disease and those they eat out with.” 

Leon Mills, Knorr marketing manager, said: “Gluten-free is big business. Last year, sales hit £184m and the market is growing 15% year-on-year. As the demand for gluten-free grows, more and more familiar names like Pho and Côte Brasserie, are getting accredited.

“It’s not just those with coeliac disease that gluten-free accreditation attracts – it’s their friends too.When it comes to eating out, 80% of people with coeliac disease are the decision maker on where their group go [Coeliac UK member research, n=5,300 Coeliac UK members (July, 2014)]. We also know that Coeliac UK’s GF symbol makes 84% feel safe to eat somewhere3. In other words, by getting accredited, venues will win the trust of people with coeliac disease – and win the business of everyone they dine with.”

The new guide provides practical advice and examples for contract caterers in schools, care and workplace too.

In addition to the new guide, Knorr has created a host of new gluten-free recipes with Phil Vickery (above). To download the free guide and recipes go to www.knorrglutenfree.co.uk.

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