Free-from brand Angelic has secured distribution of its kids’ allergen-free Safetylicous biscuit across Sainsbury’s stores.
The retailer is listing the brand’s latest NPD in the range, Safetylcious Chocolate Chip Oat Squares (4 x 30g – RRP: £2.85). Free from multiple allergens, including nuts, dairy, soya, eggs and gluten, the range has been developed to take the worry out of kids’ snack times. The product is said to be the first children’s biscuit to meet the criteria in allergy-free school policies.
The new listing and NPD are part of the brand’s growth plans and mission to drive awareness and support for families affected by allergies via the school community.
Founder, Kirsty Dingwall, has joined forces with Natalie Hopkins, Founder of the medically approved auto-injector training programme, The Allergy Badge, to launch the Angelic School Safe initiative – a free allergy training resource for schools across the country. The monthly course supports all members of school staff, promoting safer snacking, allergy awareness and inclusivity.
Speaking about the new listing, Dingwall said: “We are incredibly excited about this launch into Sainsbury’s and we’re looking forward to working with them to help take the worry out of snack time for more families, with access to a safe and delicious range that also puts the fun back into kids’ lunchboxes!”
NAM Implications:
- ‘The first children’s biscuit to meet the criteria in allergy-free school policies’
- Nothing beats the innovator’s advantage.
- Only a question of keeping up the momentum.
- Watch this space…
