Friday, 30 March 2012

Sainsburys Freefrom Brunch

Yesterday, I spent a fantastic morning with a handful of gluten free bloggers with members of Sainsburys' freefrom.  We had been invited to discuss our views on the Sainsburys freefrom range and to hear some exciting news about new products in development (and to taste some, too!)

Sainsburys launched their freefrom brand ten years ago and the range is currently the largest in the market.  They aim to make products that us Coeliacs, wheat and dairy intolerants and food allergics can't normally eat (e.g. bread, cakes and breakfast cereal) as opposed to food that are naturally gluten or dairy free.  I was very impressed with the level of commitment Sainsburys have showed to this niche market and was delighted to hear how they intend to continue that commitment in the future.   

The way to my heart... gluten free fish finger sandwiches!

Although I can't talk about the products that we tasted, I can say that there are some interesting and delicious additons to the range in the pipeline, and Sainburys are keen to involve gluten and dairy free-ers along every step of the development process.

If you want to know what general Sainsburys products are suitable for gluten-avoiders , they have a product guidance list that is updated monthly.  If you are gluten and dairy free, there's a product guidance list for you, too.

It is always great to meet other gluten free people and it was refreshing to hear that we all had the same issues about freefrom food and we had very similar ideas about the kinds of products we want to see in the future!  

Many thanks to the Sainsurys' freefrom team, to Thomas from the PR team and to the fantastic women behind Adventures of a Gluten Free Globetrekker, Foods Matter, What Allergy, Free From, The Collective Review and Beautiful, Active, Nourished for a wonderful morning.  Oh, and the bag of freefrom goodies to take home was a delightful surprise.

Zesty Lemon French Toast
This would make a yummy brunch for two, throw on some red berries when they're in season and top with a dollop of plain soya yogurt or (if you tolerate dairy) creme fraiche.

4 Sainsburys freefrom Zesty Lemon Flavoured Cake Slices
1 large egg
55ml rice milk, or unsweetened soya milk
1 tbsp light olive oil
1 tsp icing sugar

  • In a shallow bowl, beat together the egg and rice/soya milk. Dip the cake slices in the egg/milk mixure and allow to soak for 1 minute.
  • Meanwhile, heat the oil in a frying pan.  When the oil is hot, add the cake slices and fry over a medium heat for about 30 seconds each side, until golden brown.
  • Dust with icing sugar and serve with maple syrup for dipping.

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