Eat Well For Less: Gluten-free family

• 2/5 girls have coeliac disease
• They describe they can't eat all your 'usual foods' something they find limiting
• It takes away from their every day life and harder to be sociable around food because they have to have something different to everyone else
• 1 of them has type 1 diabetes also - 'the care free days are gone'

• 'they've only just come through the door and they're influenced by a big stack of crisps' 
• the thinking behind it if you see a massive stack of food on offer you're going to think its a good offer 
• 'a deal is only a deal if it's something you were gonna buy in the first place' 
• 'she firmly believes that everything on offer at the end of an aisle is a better valued product' -advertising in supermarkets - link to content analysis

The Free From Aisle

• over 20% of brits eat gluten free products 
• rapidly expanding market
• fantastic array of gluten free foods today - but they're expensive
• to make it less expensive eat foods that are naturally free from gluten in the first place