To conclude our gluten free feature we speak to Delicious Alchemy to find out the idea behind the brand and also some very interesting statistics...
of natural, healthy and delicious gluten free food there was. Not one to quietly grumble in the corner, she did something about it. Emma packed in her job as a computer games producer, and went back to university to study food
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science and marketing. Not long after, Delicious Alchemy was born. That was 2006. The company has
grown hugely since then and we are now an award-winning company with an ever-expanding range of breakfast cereals, indulgent baking mixes and amazing bread mixes. Our products have been developed specifically for people with coeliac disease and gluten intolerances, as well as being suitable and appealing for those who follow a gluten free lifestyle for personal choice. We also now operate from our very own production facility in Sheffield, allowing us to take full control in every aspect of the creation of our products. With a mantra to make simple recipes gluten free and as flavoursome as mainstream
foods, we are 100% committed to extending our range, and making gluten free options commonplace. Over half the UK population are
now buying free from products, and up to 20% now believe they are affected by a food allergy or intolerance in some way. There’s been a 26.9% increase of free from food sales in 2014-2015, with 60% of the population having bought a product from the free from aisle, according to 2015 Kantar data. This, coupled with the global shift in attitude towards nutrition and diet, means that free from products are high in demand. Delicious
fter being diagnosed as coeliac, Emma Killilea very soon became a little miffed at the lack
Alchemy stockist Charlie’s Stores Ltd. in Welshpool have noticed this – Pauline said: “More people are coming to our shop that have gluten intolerances and dairy allergies, and as a result we now have a special section for free from food.” We like to stand out, and our
packaging achieves this. Sean, of Dahlia’s Kitchen in Blackpool, agreed, saying: “It’s selling really well across the range. There’s an even mix of products, and I think the packaging helps as it’s really bright and stands out on the shelf.” Louise, of The Dorking Deli in Dorking, echoed this: “The eye-catching packaging looks great on the shelf – all in all a must-have range!” Louise encourages sales in a unique way: “We serve the individual porridge pots in-house as a gluten free alternative to our breakfast menu as well as selling it off the shelf which works well and encourages take-home sales of the larger boxes. “We’ve had really positive feedback about the whole range, in particular the brownie mix and bread mixes which continually sell out.” Having recently been Crossed
Grain certified by Coeliac UK, we are gaining momentum in the world of free from. Our awards cabinet grew substantially last year, with wins such as a Quality Food Award, a Good Choice! Quality Food Award and 4 Great Taste stars. We take pride in these recognitions as it really shows how far we’ve come since Emma set up the business 10 years ago. l
www.deliciousalchemy.co.uk
The Delicatessen Magazine 21
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