Award winning Tesco Free From range helps customers enjoy their favourite foods

Marianne Aitken
Marianne Aitken
Buying Manager - Frozen

The personal experience of how our gluten free buying manager develops the Tesco Free From range.

Following a gluten free diet for the last three years, I’m always conscious of being a hassle at family meals. When entertaining friends I don’t want to cook boring dishes. I've made a lifestyle choice to be gluten free. The Tesco Free From frozen range has given me so much more choice to eatIt always provides me with a convenient solution. People are surprised that gluten free doesn’t have to be bland and tasteless.

Being able to help our team develop the range, in an area I’m truly passionate about is a massive privilege.

Favourite food party trick

Serving gluten free dough balls, garlic baguettes and onion rings at a barbeque is a favourite party trick! Receiving a compliment before guests know they are Free From always gives me a giggle.

Options such as table centre pieces such as the Free From berry cheesecake and gateaux are ideal for taking to friends for celebrations if I want to vary my usual fruit salad dessert, and are great value for money.

Innovation is rewarding

Being the buying manager in such an innovative area is super rewarding. I’ve had messages from parents of dairy free children who can now enjoy an ice cream cone with their child. And we had great feedback when we launched every day favourites including scampi. Some customers hadn’t been able to enjoy their favourite fish meal for years. It is also great to be recognised by the industry with Tesco being named the Free From retailer of the year for three years running.

Choices for all

Today, intolerances are diagnosed more often and people are avoiding allergens for lifestyle reasons. So it’s great to see new ideas and solution coming into the market. We are always keen to innovate and work with our suppliers to do so. Our Free From range provides competitively priced products helping us to offer greater choiceIt’s important to our customers and it’s important to me.
To learn more about how Tesco is creating Little Helps to Healthier Living go to:

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