Building a Gluten Free
Foodservice Business
1. Gluten Free Market
2. Goodness Grains
3. 2014 Bord Bia Foodservice Programme
4. Conclusion
Gluten Free Market
Size of the Prize

Coeliac Disease

Estimated 1% of Population Diagnosed

Market comprises Coeliac Disease Sufferers and
Lifestyle Choice.

Free From Grocery Market in the UK is now est. ₤355m (2014
Kantar). It is the fastest growing sector in niche foods.

Projected Growth to ₤530m (2013 Mintel)
Gluten Free Market
Size of the Prize
Rise of worried-well
shopper: Growing
trend to view
normal foods as
harmful or toxic sees
soaring sales of
'free-from' products



Huge industry emerging in
creating products that
exclude gluten or lactose
Their popularity a reflection
of growing belief that
normal foods are harmful
More than half the
population buying free-from
products, according to study
Ignite Research/Bord Bia 2014
Novak Djokovic: Going
gluten-free was a real
game changer
Gluten Free Market
Foodservice

Gluten Free Opportunity for
Foodservice in the UK is
₤100m (Source Canadean
Intelligance)

The Coeliac Customer
Influences the Spend –
Report from Ceoliac Society UK
Coeliacs Don’t Eat Alone
Free from foodservice sales the next big growth market
Free-from foods are set to storm the foodservice sector, as consumers continue
to exclude things like gluten and dairy from their diets, those working in the
sector have predicted. Since free-from foods are already well established in
supermarkets, the next obvious market was foodservice, suggested Alex Smith,
Alera wholefoods founder, at a sustainable foods event last month.
Source: Food Manufacture Magazine, August Edition
Company Overview

Goodness Grains is an exciting new range of
Freshly Baked Gluten Free Breads and
Confectionery Baked Goods.

Located in Longford, purpose built gluten free
bakery.

Family owned and run business with a long
tradition in the restaurant and service industry.
Product Overview
 All Products Freshly Baked.
 All Products suitable for Freezing.
 Frozen Delivery.
 All Products are Individually Wrapped, e.g. 2 slice packs.
 ‘As Good As’ Products, e.g. Best Seller Blueberry Muffin.
 Award Winning Products.
 Dairy Free, Egg Free, Nut Free.
Full Range
2 Slice Packs
Blueberry Muffin
Award Winning
Goodness Grains – the Beginning

Identified Consumer Demand for Quality
Gluten Free Products.

Difficulty Sourcing Products in Foodservice.

Extensive R&D in conjunction with Coeliac
Consumer Forums.

February 2013 – Launch at Catex.
R&D
“tastes like
Bread!”
“Nice Lemony
Taste”
Goodness Grains
“is it really
Gluten Free?”!
CATEX 2013
BORD BIA
2013 RETAIL PROGRAMME
BORD BIA
2014 FOODSERVICE
PROGRAMME
Foodservice Channel
Foodservice
Online
Sales
Goodness
Grains
Independents
Multiples
Foodservice
Gluten Free - WHY
Gluten Free is a Sales Driver
 Offers a Unique Point of Difference to your
Business.
 Compliments your Existing Menu/Offering.
 Coeliacs Don’t Eat Alone!
 Offers your Customers A Complete Solution.
 Addresses a Growing Trend in Modern Diets
and Eating Out.
Programme Tools

Focus on
Foodservice

Interaction with and
Learnings from other
Suppliers

Introduction to Key
Trade Buyers
(Foodservice
Directory)

Interactive
Workshops

One to One Mentor
Sessions.
Our Vision for Foodservice
OUR VISION
To Be The GO TO Gluten Free
Solution Provider
OUR PROMISE
To Produce Great
Tasting Gluten Free
Products
Measures of Success

To Have One Premium Customer from each
Foodservice Channel

To Export Product to UK
Route to Market

Partnering with National Distribution

Direct Supply – Fresh (Regional Only – Key Accounts)

Online Sales – Social Media
Online
Social Media
Target Customers
QSR
Hotels
Business &
Industry
FSR
Leisure &
Events
Health
Coffee Shops
Travel
Government
Key Points of Difference
Complete Range of
FRESH GLUTEN FREE
Baked Goods
GO TO SOLUTION
PROVIDER
Dedicated Gluten Free
Bakery
Market Confidence in
GOODNESS GRAINS as a
Certified Gluten Free
Brand
ONLY 2 Star Gold Winner
at Great Taste 2013/2014
in GF Bread Category UK
and Ireland
ONLY Producer of FRESH
GLUTEN FREE DANISH
PASTRIES
Access to End User
Conclusion

Bord Bia Supports and Programmes.

Understand Foodservice Market Very Different
Market to Retail.

Choose your Foodservice Channel.

Work Closely with your Distributors.

Branding Continuity.

Foodservice Takes Time – Be Patient!
Contact Us
Michael Kelleher
086/6055342
Geraldine O’Shea
086/8910724
e: info@goodnessgrains.com
@goodness grains