AWARD-WINNING FOOD BUSINESS BECOMES FIRST ALLERGEN-FREE BAKING MIX BRAND IN HOLLAND & BARRETT

The award-winning allergen-free food business, Creative Nature, has become the first business of its kind to have its top 14 allergen free baking mixes stocked in Holland & Barrett, the UK’s leading nationwide health and wellbeing store.

Award-winning entrepreneur Julianne Ponan founded the leading free-from brand just over a decade ago, having been spurred on by the difficulties she encountered due to her own severe and life-threatening allergies, and has built the business into an innovative and multi-award-winning company. Four products from the Creative Nature range will now be available in Holland & Barrett stores across the UK and from their online store and Julianne says she’s delighted about what this means for people living with food allergies.

“Having to deal with a food allergy in your day-to-day life can be really very difficult when you’re trying to navigate buying products that are safe to eat,” says Julianne. “Getting it wrong can literally be life-threatening and this can mean people often go without the tasty experiences that other people take for granted because they can’t take the risk of making a mistake. Having our products in Holland & Barrett represents further progress in our goal of making it as easy as possible for people dealing with food allergies to buy tasty alternatives with the confidence that they are entirely safe.”  

Food allergies are caused by the immune system overreacting to certain types of food and a person can be allergic to more than one kind of trigger. You have a slightly higher chance of developing a food allergy if you also live with other allergies, such as asthma or eczema, and symptoms can range from an itchy mouth and throat to a severe reaction known as anaphylaxis, which can develop quickly and is a life-threatening medical emergency. 

There has been a 300% rise in allergies in the UK since 2021 and the Food Standards Agency estimates there are currently around two million people in Britain living with a diagnosed food allergy. 

In recent years, well-known national stockists have therefore begun to address the need for high quality products that cater for this market and Creative Nature has grown from being a small, purpose-led challenger to a leading allergy-safe brand that provides products that are completely safe for anyone living with the top 14 allergens. They have previously secured listings with many of the UK’s leading retailers including Sainsbury’s, Ocado, Tesco and Asda. Holland & Barrett say they are delighted to also now be stocking their baking mix products.

“We are pleased to announce Creative Nature as part of our food transformation programme,” says Julia Parker from Holland & Barrett. “By having Creative Nature on our shelves, we are now able to cater for 98% of the population’s dietary requirements. We’re really excited about what this means for our customers.” 

The top 14 allergens in the UK are gluten, dairy, peanuts, tree-nuts, eggs, soy, fish, celery, crustaceans, lupins, molluscs, mustard, sesame and sulphites. Creative Nature products are entirely safe for anyone living with one or more of these allergens. The Creative Nature website can be found here: https://creativenaturesuperfoods.co.uk/