Freedom Confectionery puts inclusion at the heart of new branding

By Anthony Myers

- Last updated on GMT

The new redesign from Freedom Confectionery. Pic Freedom Confectionery
The new redesign from Freedom Confectionery. Pic Freedom Confectionery

Related tags Allergen Marshmallow

Through the introduction of its lively new Mallow Land packaging, Freedom Confectionery said it is injecting some freedom and fun into Free-From food ‘to inspire a feeling of excitement for children around the food they eat’.

Allergen-free, vegan mallow specialist, Freedom Confectionery, has redesigned its packaging and website branding, placing a large and colourful emphasis on inclusion.

At the heart of the design is Mallow Land, a fictional world imagined by Freedom Confectionery where everything you see, touch and smell can be eaten, described by the company as: ‘A world full of mouth-watering marshmallows, which can be enjoyed by everyone, no matter your age, allergies or religion’.

As the only brand in the world to produce marshmallows that are free from 14 different allergens, Freedom Confectionery said it aims to make its customers feel included, not ‘different’ because of their diet.


A large percentage of Freedom’s customers are parents, particularly those with children who have food allergies or suffer metabolic disorders such as Phenylketonuria (PKU) and are required to follow a strict diet.

These children frequently feel isolated from their friends because of the diets they have to follow and the food they eat is often packaged in dull, uninspiring packaging​,” the company said.

Elvin Willgrass, sales director at Freedom Confectionery said: “We want our customers to pick up a bag of our marshmallows and think ‘wow! I want to try these’. The branding on a lot of the Free-From food available to buy in the supermarket is bland, it doesn’t stand out, and it doesn’t get children excited about food. We want the design of our packaging to appeal to everyone, young or old, whether you have food allergies or not, anyone can eat our marshmallows, and for us, it’s about making our branding as inclusive, appealing and exciting as possible. That’s what Mallow Land is all about.”

Freedom Confectionery’s new packaging will also include a prominent 14 free allergy logo stamp on the front of the packaging so customers can immediately identify that the products are 100% allergy-free and safe to eat. The brand’s playful mascot, Cedric, will also remain a notable character on the packaging and will make an appearance on the new website.

Freedom Confectionery’s new website was launched at the beginning of this month, with the new packaging rolled out for Freedom Confectionery’s mini pink and white gelatine free marshmallows and its Vegantic plant-based marshmallows later this year through its national distributors, Bravura Foods.

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