As though I don’t spend enough cash on ‘Free From’ products already, these being five times the price of regular gluten products, those cheeky supermarkets now want me to have all the cake and to eat it too!
I accept that supermarkets are going to tempt me with the treats I used to love so much. I know that I am going to be bombarded with promotional offers, colourful displays and the inviting smell of the baked goods section. However, these stores are now trying to lure me into the deliciousness of the inexpensive gluten based snacks by cross merchandising them in my GO-TO aisle …the ‘Free From’ section …and I nearly fell for it!
Recently, hanging temptingly within the ‘Free From’ section was a pack of ‘Balti Mix’. However, a quick peek at the allergy information reveals…wheat and nuts. I’m not on my high horse damning Tesco for trying to make me ill, or to sell me stuff I shouldn’t have. But to me, it does smack a little of having sweets by the till, directly in a kid’s eye line, trying to squeeze out every last penny of an unsuspecting shopper.
According to the Food Standards Agency, the British gluten-free market is worth £238 million annually. In fact it grew by more than 15 per cent last year. Surely it makes sense for Tesco to fully cater to and nurture this growing consumer base, and not to deceptively dangle forbidden foods in front of them? It leaves a bad taste in my mouth.