Category confusion: Allergen-free food in the UK.

The article discusses the growing category of allergen-free food in the UK, which has become intertwined with the broader free-from food offerings. It explores the potential confusion for retailers and consumers as these categories expand rapidly, encompassing products tailored for individuals with specific food allergies or intolerances. The market is evolving with increased competition, innovation, and consumer interest, driven by factors such as health concerns, dietary preferences, and the impact of the Covid-19 pandemic. The outlook for the allergen-free food industry is optimistic, but there are concerns about the authenticity of some products and the need for clarity amidst the expanding range of claims in the market. [Extracted from the article]