As consumer awareness of food ingredients and manufacturing processes grows globally, allergen-free candy is expanding its reach. Originally focusing on dairy and gluten-free products, confectioners are now exploring a broader range of allergen-free options. In Europe, increasing rates of food intolerances, allergies, and digestive sensitivities highlight the need for more inclusive options. A Statista report shows this trend, and insights from food allergen expert Jacqui McPeake suggest there is potential for growth in allergen-free confectionery beyond traditional allergen-free categories like dairy and gluten.
In a 2023 expert consultation by the Food and Agriculture Organization (FAO) and the World Health Organization (WHO), recommended reference doses (RfDs) were established for a variety of global priority allergens, such as peanuts, tree nuts, and milk. These guidelines reflect growing regulatory and consumer attention to food allergies. McPeake notes the demand for products free from a wider range of allergens, while Nicki Clowes, COO of the Free From Food Awards (FFFA), confirms the allergen-free market remains buoyant, with scope for growth in all-year-round and seasonal confectionery.
Going beyond dairy-free and gluten-free
While dairy-free and gluten-free products lead the free-from confectionery category, there is rising interest in allergen-free options covering a broader spectrum. Clowes mentions that gluten-free products, in particular, have seen significant success as they are mandatory for most large retailers’ free-from ranges. However, the wider free-from category shows signs of maturity, leaving room for brands to innovate by addressing other major allergens.
McPeake emphasizes the importance of accurate labelling, as products marketed as free-from often only guarantees safety from the allergens specified on the label. Clear, precise labelling is essential to build consumer trust, particularly for families with children suffering from multiple allergies.
Private-label and branded products in the free-from space
Both private-label and branded confectionery products have embraced the shift toward allergen-free offerings. Clowes highlights the significant investment in quality and innovation within these categories, from year-round staples to exciting seasonal items. Brands such as YumEarth are leading the charge, producing candy free from nine major allergens, including peanuts, tree nuts, milk, eggs, and sesame. YumEarth’s CEO, Steve Van Tassel, notes the brand’s double-digit growth over the past five years, reflecting the strong consumer demand for allergen-free treats.
Inclusion is key, and Clowes acknowledges the role of seasonal products in driving the free-from market. Collaborations between confectionery brands and vegan or plant-based initiatives have also contributed to growth. However, McPeake cautions that while vegan products appeal to many consumers, they do not necessarily guarantee safety for those with food allergies.
Leading the way in allergen-free production
Brands like Kinnerton, which has produced nut-free confectionery since the 1990s, have been at the forefront of allergen-free production. Kinnerton’s nut-free promise has reassured families and helped set the standard for safe confectionery production, particularly around seasonal items like Easter eggs and Advent calendars. Dr Hazel Gowland of Allergy Action praises their efforts, emphasizing the importance of addressing the needs of children with multiple allergies.
Similarly, Just Love Food has expanded its allergen-free product line to include cakes free from nuts, milk, and eggs. The brand’s focus on catering to hospitals, schools, and party markets demonstrates the potential for further inclusivity in allergen-free confectionery.
Addressing production challenges
Despite advances in allergen-free confectionery, production challenges remain. Gowland notes the difficulties of cleaning production lines to remove allergens, particularly in chocolate factories. Traditional methods, such as pushing through waste chocolate, often fail to adequately clear allergens, posing a risk to allergic consumers.
Additionally, the allergy community has criticized some mainstream brands for adopting ‘may contain’ labels after production moves, which can erode trust in previously safe products. Brands will need to maintain high standards and transparency to meet the needs of this sensitive consumer base.
Looking ahead
The allergen-free confectionery market continues to evolve, with plenty of scope for innovation. As consumers demand more inclusive and transparent options, brands that can address a broader range of allergens stand to benefit. Whether through private-label or branded products, the expansion beyond dairy and gluten-free is set to be a growing trend within the confectionery industry.