We know that when it comes to food shopping, many people with coeliac disease have difficulties searching for basic gluten-free essentials and often have to visit more than one supermarket.
People with coeliac disease need to maintain a strict gluten-free diet for life. For them, access to gluten-free food can have a significant impact on their health and wellbeing. Our Gluten Free Promise is a new campaign designed to improve the availability of staple gluten-free products no matter where people live.
By signing-up to our Gluten Free Promise campaign, supermarkets are agreeing to make available a basket of eight staple gluten-free food products in all stores, ensuring availability and helping people with coeliac disease to manage their gluten-free diet with ease. With this guarantee a supermarket commits to have at least one product within the eight categories in store at all times. SuperValu is the first retailer to sign up to this initiative, look out for in-store branding over Awareness Week. The Society will be calling on other retailers to join the campaign.
The basket of eight is:
- Fresh white bread
- Fresh brown bread
- Bread rolls
- Breakfast cereals
- Savory snack e.g. rice cake or cracker
- Cereal bars.
Why make a commitment to the Gluten Free Promise?
The benefits to a retailer’s brand and reputation can be significant. Supporting customers with coeliac disease and specialist diets shows a care and concern for those in the community.