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The Free From category has been growing extremely quickly over the last few years and is forecast to be worth over £500m by 2019 (Source: Mintel) Synergis worked with Tesco to launch the category back in 2003 and has worked with them ever since. Tesco account for over 30% of sales in the category. The audience for Free From is now much wider as people without coeliac disease follow a wheat and gluten free diet. The challenge is to support the 1% of the population diagnosed with coeliac disease as well as those with a gluten or dairy intolerance and those wishing to follow a free from diet for lifestyle reasons.


Synergis has developed a programme of activity designed to build awareness of the Tesco Free From range as well as supporting those with coeliac disease through a close association with the leading charity in the sector, Coeliac UK. 

Experiential work includes a presence at the 3 main Allergy and Free From shows each year, all managed by Synergis. In addition, there is a blogger outreach and digital marketing campaign designed to influence key opinion leaders as well as consumers.


  • Sales have grown every year since launch and were up 16% year on year in 2016.

"I have worked with the Synergis team for the past seven years on the Tesco Free From brand. During that time I have found them to be creative and proactive, whatever the deadline. They are reliable, have a good understanding of the Tesco brand and business, and I have always found them to be a great agency to work with."

Nicki Clowes - Brand Marketing Manager