# Sophisticated Free-From Foods Waitrose & Partners’ 'Free From' Range Shares Full-Flavor Products By Laura McQuarrie | Published 2018-10-22 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/free-from-range References: [fabnews.live](http://www.fabnews.live/waitrose-partners-unveils-new-free-from-food-range-with-branding-by-williams-murray-hamm/) & [waitrose](https://www.waitrose.com/ecom/products/waitrose-free-from-low-fat-greek-style-natural-yogurt/525505-677274-677275) As there are many consumers with food sensitivities, dietary needs and preferences, free-from food has gone from a specialty offering to the mainstream—as such, Waitrose & Partners launched a new Free From range that is all about sharing free-from food that is full of flavor. Rather than leaving consumers feeling a sense of lack from their food choices, the Free From food collection focuses on rich flavor experiences, no matter if a consumer has a specific allergy or just a preference for items made without milk, eggs or gluten. The allergy-friendly food line boasts a simple yet sophisticated branding scheme and includes products such as gluten-free pasta, granola and lactose-free cheese, all of which are clearly labeled. ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 69% | Activity: 46% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What's Driving This Trend - **Sophisticated Free-from Foods:** Opportunity for creating gourmet free-from food options that cater to consumers with food sensitivities and dietary preferences without sacrificing flavor. ### Who This Affects Most - **Food and Beverage:** Disruptive innovation opportunity in the food and beverage industry by developing and marketing high-end free-from food products. ## Related on Trend Hunter - [Free-From Muesli Cereals](https://www.trendhunter.com/trends/freee-muesli.md) - [Indulgent Free-From Granolas](https://www.trendhunter.com/trends/just-live-a-little-granola.md) - [Kid-Friendly Free-From Meals](https://www.trendhunter.com/trends/flourish-by-kirstys.md) - [Free-From Cookie Ranges](https://www.trendhunter.com/trends/handcrafted-cookies.md) - [Free-From Confetti Cakes](https://www.trendhunter.com/trends/just-loves-confetti-traybake.md) - [Free-From Plant-Based Spreads](https://www.trendhunter.com/trends/vitalite-spread.md) - [Free-From Foodservice Product Ranges](https://www.trendhunter.com/trends/quornpro-kitchen-kings.md) - [Health-Conscious Gluten-Free Bagels](https://www.trendhunter.com/trends/promise-gluten-free.md) - [Free-From School-Friendly Biscuits](https://www.trendhunter.com/trends/safetylcious-chocolate-chip-oat-squares.md)