Dr. Schär invests £1 million in gluten sensitivity marketing campaign
Gluten free market leader, Dr. Schär UK is hoping to continue its year-on-year growth with the launch of a £1 million investment in its marketing efforts – the largest expenditure for the UK in the company’s 30 year existence.
The campaign, which kicks-off on March 5th, extends its reach beyond the traditional coeliac audience to target those suffering from the newly emerging condition, gluten sensitivity.
Expanding its marketing remit from raising awareness of this new condition among health professionals, the campaign now includes a national advertising campaign in press supplements, broadsheets and women’s magazines. In addition, activities also include: instore sampling, POS materials, a social media outreach and a healthcare professional and consumer focused PR campaign.
Emma Herring, Retail Brand Manager, Dr. Schär UK, explained: “Our products are traditionally a favourite with people with coeliac disease, as a trusted gluten free range, but our consumer base is growing to include those who also suffer ill effects after eating gluten. Newly published research indicates that these consumers – as many as 6% of the population - are free of coeliac disease but could be suffering from gluten sensitivity.”
If the £1 million campaign converts just 10% of suspected gluten sensitive sufferers to a gluten free diet, this could lead to an initial incremental category value of £25m per year, increasing to £100m by the end of 2015.
For consumers who aren’t familiar with gluten free products, DS-gluten free is offering a ‘try me free’ facility through their website. After registering details, customers can recover the cost of a DS-gluten free purchase by sending in their receipts. The ‘try me free’ facility is accessible through the DS-gluten free website - glutensensitive.co.uk - and hopes to address the reluctance that many people may have in trying gluten free products, due to the difference in product taste when compared to the mainstream equivalent.
The DS-gluten-free range offers an extensive selection of high quality, great tasting glutenfree food. Consumers can choose from a range of gluten-free products such as breads, pastas, and crispbreads as well as an extensive frozen range including pizza and sausage rolls.
DS-gluten free products are suitable for people diagnosed with coeliac disease and those suffering from gluten and/or wheat allergies, intolerance and sensitivity.
For more information, please visit www.glutensensitive.co.uk
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