Exhibiting at International Food & Drink Event (IFE) 2025

The Free From Food Awards (FFFA) is the UK's original and most respected awards program dedicated to the free-from food and drink sector. Founded in 2008 by food industry veteran Michelle Berriedale-Johnson, the organization was launched to recognize excellence in products that exclude allergens such as gluten, dairy, eggs, nuts, and more, catering to the growing demand for allergen-free food solutions. Over the years, FFFA has evolved into a highly influential platform that supports innovation, celebrates quality, and connects brands with consumers, retailers, and industry professionals.

At its core, FFFA operates as an independent body that rigorously evaluates food and beverage products through a blind tasting process, supported by panels of expert judges including chefs, dietitians, bloggers, and individuals with food allergies or intolerances. This method ensures impartiality and credibility, establishing the Awards as a benchmark of trust and quality in the industry.

Core Business and Offerings

The Free From Food Awards provide:

• Annual award programs recognizing excellence across more than 30 categories including Breakfast Goods, Breads, Plant-Based Products, Milk Alternatives, Savoury Snacks, and more.
• Expert-led judging involving over 70 judges each year, selected for their industry knowledge, dietary experience, and culinary expertise.
• Retail visibility by providing winning products with logos and labels that enhance consumer trust and influence purchasing behavior.
• Industry support and PR exposure through partnerships, media coverage, and participation in trade shows and expos.

In 2023, the Awards received over 600 product entries, with submissions ranging from start-ups to established multinational brands. This increasing participation highlights the awards' relevance in an industry projected to grow substantially amid rising awareness of food allergies and preferences.

Specialisation and USP

FFFA’s core USP lies in its rigorous judging process and dedicated focus on free-from food innovation. Unlike generic food awards, FFFA maintains a laser focus on free-from compliance, taste, texture, and innovation. Their blind tasting methodology ensures transparency, and the inclusion of judges with lived dietary restrictions offers a real-world perspective.

Additionally, FFFA has expanded its reach through the Free From Christmas Awards and Free From Skincare Awards, further emphasizing its leadership in the allergen-conscious product landscape.

Financial and Market Insights

While specific financial figures are not publicly disclosed, the Free From Food Awards operates within the broader UK free-from market, which according to Mintel, was valued at £934 million in 2021, with projections to surpass £1.1 billion by 2025. The Awards' long-standing reputation and consistent year-on-year growth in participation reflect strong operational viability and industry influence.

Target Market

FFFA’s primary audience includes:

• Food and beverage manufacturers seeking recognition and market differentiation.
• Retailers looking to identify high-quality, consumer-trusted free-from products.
• Consumers with food allergies and intolerances who rely on the FFFA logo as a trusted buying guide.
• Health professionals and bloggers interested in promoting safe and innovative dietary alternatives.

Capabilities

• Product Evaluation: Evaluation of over 600 products annually across 30+ categories.
• Networking and PR: Facilitating B2B and B2C visibility through events, newsletters, and extensive social media campaigns.
• Brand Trust Development: Offering branding assets like logos and shelf wobblers to award winners that help boost retail shelf presence.

Certifications and Compliance

FFFA ensures that all participating products meet relevant allergen-free criteria and comply with UK Food Standards Agency guidelines. Their judging also considers ethical and environmental credentials, aligning with modern consumer expectations for transparency and sustainability.

Shipment and Trade Activities

While FFFA itself is not a product shipper or manufacturer, many of its award-winning brands are active in international trade. Platforms like ImportYeti and Volza show participating brands with active global export records, especially to the EU, North America, and Asia-Pacific regions.

Testimonials and Credibility

Numerous participating brands, such as Genius Gluten Free, Violife, and Oatly, have highlighted the impact of winning a Free From Food Award in their PR materials and investor presentations. These testimonials cite increased brand credibility, better shelf placement in major UK supermarkets (e.g., Tesco, Sainsbury's, Waitrose), and heightened consumer trust post-award recognition.

Major Achievements

• Successfully running for over 15 years with increasing participant numbers.
• Launch of the Free From Christmas Awards to spotlight festive seasonal offerings.
• Partnering with retail giants like Asda and Holland & Barrett to feature award-winning products.
• Mentioned in national media including BBC Good Food, The Guardian, and Allergy UK.
• Launched dedicated YouTube channel and enhanced digital outreach post-2020 to accommodate virtual judging and wider audience engagement.

The Free From Food Awards continue to lead the conversation and recognition around allergen-friendly innovation in the UK and beyond, championing not only dietary needs but also culinary excellence.