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Gluten-free Guarantee

Gluten-free Guarantee (GfG) campaign

We know that when it comes to food shopping, many people with coeliac disease encouter difficulties when searching for basic gluten-free essentials and often have to visit more than one supermarket to finish the weekly shop. 74% of our Members report having to visit more than one store to pick up everything they want or need. This can be frustrating and time consuming.

Improving the availability of gluten-free food is high on our agenda, and in May 2014 we launched our Gluten-free Guarantee (GfG) campaign. Supermarkets are offering more and more gluten-free food products, but we're asking them to go a step further and sign up to give our Members a GfG.

By signing-up to our GfG campaign, supermarkets are agreeing to make available a basket of eight staple gluten-free food products in all stores, ensuring availability and helping people with coeliac disease to manage their gluten-free diet with ease.

What is in the GfG basket?  

Our Members, together with healthcare professionals, have told us about the key items they need to maintain a gluten-free diet. From this, we created a core basket of gluten-free foods, which we have asked supermarkets to guarantee availability of in all their stores. The basket of eight is:

  • fresh white bread
  • fresh brown bread
  • bread rolls
  • breakfast cereals
  • pasta
  • flour
  • crackers
  • cereal bars.

Which supermarkets are making a GfG?

Asda and Morrisons are currently committed to the GfG, and three other leading supermarkets, Waitrose, Tesco and Marks & Spencer have also made significant progress in meeting the GfG.

Our press release includes the full details.

How can I find my nearest GfG supermarket?

Members of Coeliac UK can find their nearest GfG supermarket using the Venue Guide on the website or the Coeliac UK - Gluten-free on the Move app, just look for the green GfG pins. 

For further information on the GfG campaign, please email

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