Our Gluten free Guarantee

When it comes to food shopping, many people with coeliac disease find it difficult to find 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.

Our campaign aims to make sure you as retailers understand what key items a basic shopping basket for someone needing a gluten free diet contains.

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 you can find in all their stores. The basket of eight is:

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

Why make a commitment to the GfG?

The benefits to a retailer’s brand and reputation can be significant. Supporting customers with coeliac disease and specialist diets shows a care and concern for those in the community who are increasingly being deprived of basic goods due to cost cutting in the health sector. For retailers with corporate responsibility programmes, this campaign can benefit your customers, support improved public health and your bottom line.

As someone with coeliac disease, I am constantly being told that, as I can buy products from the shops I don’t need a prescription. It’s simply not true. I live in a rural area with only one small shop. No way can I just pop to the shop and buy every day basic goods.

If you are a retailer and would like further information about the Gluten free Guarantee campaign, including the product categories in the GfG basket and how it can benefit your business, please get in touch


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