Startup brand Free From Fellows secures Sainsbury’s listing

By Oliver Nieburg contact

- Last updated on GMT

Bravura Foods launched Free From Fellows in March this year to fill a white space for gelatin-free confections that also contain no sugar. Photo: Bravura
Bravura Foods launched Free From Fellows in March this year to fill a white space for gelatin-free confections that also contain no sugar. Photo: Bravura

Related tags: Confectionery

UK company Bravura Foods has secured listings for its sugar, gelatin and gluten-free candy brand Free From Fellows at a major supermarket as it expands distribution overseas.

The brand – which launched in March this year – will be sold at 330 UK Sainsbury’s stores from this month.

The UK’s number two supermarket will stock Free From Fellows’ Gummy Bears, Cola Bottles, Midget Gems, Pear Drops and Rhubarb and Custard in 70 g bags.

Lisa Gawthorne, director at Bravura Foods, said: “We have been innovating in sugar-free confectionery behind the scenes for a while now but we really wanted to focus on being able to offer more – as there are many products out there that are sugar-free or gluten-free but not gelatin-free or vice versa.

“…We wanted to fill that gap and offer something to the market that has universal acceptance as well as something that tastes amazing,” ​said Gawthorne, who previously worked at Chewits (Leaf UK), Vimto (Nichols Foods) and Premier Foods.

The company behind the brand

Free From Fellows is sweetened with maltitol syrup and stevia, and is certified by the Sugarwise, an international authority for sugar claims. The product range is also vegan, gelatin and gluten-free.

Brand owner Bravura Foods was founded in 2001 initially to manage the sales, marketing and distribution for Finnish licorice brand Panda.

The company now distributes other confections and baked goods such as Freedom Mallows, Captain Kombucha and Vegan Bakery.

Bravura Foods also has its own brands Peanut Hottie (a peanut butter flavored hot beverage) as well as Free From Fellows.

Holland & Barrett and exports

Free From Fellows has also expanded distribution with Holland & Barrett.

Holland & Barrett initially carried 100 g Gummy Bears, Cola Bottles & Midget Gems in 360 stores when the brand launched in March this year.

The health food store began stocking the items at 780 stores in August due to strong performance. It will also carry a new addition to the range, Cola and Strawberry Lollipops in a 60g bag, from this month.

Free From Fellows also has listings at Wholefoods, Grapetree and Planet Organic as well as approximately 400 independent health food stores in the UK.

Bravura Foods has also begun to export the brand to customers in Iceland, Sweden, Australia and Slovenia.

Free From Fellows’ 70 g bags retail for £1.30 ($1.70), while its 100 g bags cost £1.99 ($2.60).

Gemma-Lee Powell, business operations manager at Bravura Foods, told this site: “The brand will be innovating in various other healthy snacking categories in 2018 with a view to bringing new products to the market with a sugar free offering.”

Related topics: Premium, Manufacturers, Candy

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