Shoppers to get a taste of Freedom after GF online deal with Ocado

The Feel Free Freedom range provides chilled “food on the go” for those following a gluten free diet. It includes chicken and mushroom, and beef and mushroom pies, cheese and onion quiche, pork pie and a sausage roll. All are individually wrapped in a single portion size.

GF Foods (York) is a family-run business, based in Barlby, near Selby. The foundations of the company began in 2004 when Sally Allister, managing director, was diagnosed as wheat and gluten intolerant. She said: “We are really pleased that Ocado would like to stock our Feel Free Freedom range, in particular because the products are chilled, as there is very little choice currently.

“From a personal point of view it would be great to see more availability of gluten free products for consumers looking for snacks and ready meals. Feel Free has found most of its success to date in frozen products, however the market is growing and with that the need for different products to meet the demands of people with busy and hectic lifestyles.”

The Feel Free Freedom range launched in 2009, and was one of the first of the company’s ranges to go to market. It said that Ocado’s timing will be excellent ahead of the spring and summer months where the range will give greater choice for picnics and days out for all the family. GF Foods has a turnover of around £300,000 and employs four people.

The business is working with supermarkets, wholesalers, local stores as well as continuing to supply consumers directly via its GFF Direct website.