This Coeliac Awareness Month, we invited Grace Wharton, Brand Manager at BFree, to share the story behind their 2025 campaign, Wrapped in Love. From thoughtful product design to powerful community stories, Grace (pictured) takes us behind the scenes of a partnership built on purpose. 

Q: What inspired BFree to partner with Coeliac UK for Coeliac Awareness Month? 

“BFree has proudly partnered with Coeliac UK for over 12 years. They’re a vital pillar of support for the gluten free community, and our missions are deeply aligned — we both exist to support and empower people living gluten free. Collaborating with them during Coeliac Awareness Month is a natural extension of our shared commitment. 

Our 2024 “Little Pitta Love” campaign, where we donated 20p per limited-edition pack of our bestselling pittas, and the 2025 “Wrapped in Love” campaign — which saw that donation rise to 40p per pack of Soft White Wraps — were designed to create real noise and impact. We wanted to think outside the box and find a way to not only raise funds, but to make it incredibly easy for the public to take part in giving back. These initiatives were created with love, for a community we care deeply about.” 


Q: Can you share any stories or feedback from customers that highlight the importance of this initiative? 

“This campaign is incredibly close to our hearts — and clearly, it resonates with the community too. We’ve received countless DMs, heartfelt emails, and stories that show how much it means to people. Some of the creators and influencers we reached out to even declined payment — simply because they believe so deeply in the cause. That kind of support speaks volumes. 

This year, our partnership post with Becky Excell prompted hundreds of moving responses to the question: “Imagine your best friend has just been diagnosed with coeliac disease — how would you show your support?” From gluten free home-cooked meals and recipes to guided shopping trips, the stories have been beautiful to read. We asked that question because the way we treat others often reflects how we’d like to be supported ourselves. It’s a guiding principle for us — to keep showing up for the community with kindness, empathy, and purpose. 

One especially touching moment came at the Free From Festival in London, when someone handed us a handwritten note thanking us for bringing joy and supporting Coeliac UK. It’s those small, sincere moments that remind us why we do what we do.” 

Q: What has the collaboration process with Coeliac UK been like behind the scenes? 
“It’s been absolutely fantastic. The Coeliac UK team are a dream to work with — from planning social content and aligning PR strategies to managing contracts and messaging. Every step has felt seamless and genuinely collaborative. There’s a shared sense of purpose and passion that drives both our teams forward, and we’re proud to be part of something so meaningful together.” 

Q: How do you hope customers feel when they pick up a pack of BFree Soft White Wraps during the Coeliac Awareness Month campaign? 

“We hope they feel seen. We understand some might be surprised to see their familiar green wrap packaging switched to a bold purple — but that’s the point. It sparks curiosity, invites conversation, and, ideally, leads people to understand why we’re doing it. 

Every pack purchased supports Coeliac UK, and every contribution helps create impact. We hope customers see BFree as a brand that stands by its values: bringing full food enjoyment and foodie freedom to the free-from space. For us, it’s never about what’s been taken away — it’s about what’s been added. We’re proud to be allies of the coeliac community, and honoured to serve as champions for such a vibrant, passionate group of people.”

Q: What has BFree learned from working with a charity like Coeliac UK that may influence future campaigns? 

“We’ve learned to trust the process — and that big things can grow from meaningful partnerships. Coeliac UK has shown us the power of working together with intention, and we’re excited to build on that. 

Looking ahead, we’d love to take this campaign even further. Imagine if the entire free-from aisle turned purple each May — with brands across the space joining in to raise awareness and donations. We’re proud to have taken the first step, but we believe this movement can and should grow. The more we unite behind Coeliac UK, the greater the change we can create together.” 

A huge thank you to Grace and the entire BFree team for their continued partnership and passion. Campaigns like Wrapped in Love make a real difference — not just during Coeliac Awareness Month, but all year round.

Find out more about the 'Wrapped in Love' campaign here.