Free-from brand, Angelic, has secured distribution of its dedicated kids’ top 14-allergen-free Safetylicous biscuit offer across Sainsbury’s stores, in time for Back to School.
The retailer is listing the brand’s latest NPD in the range, new Safetylcious Chocolate Chip Oat Squares, hitting the Free From aisle on 10 September.
Around 7% of UK children live with a food allergy, with cases rising. At least one in every classroom is now affected, according to charity, Allergy UK, with 20% of severe allergic reactions to food happening whilst a child is at school.
Free from multiple allergens, including nuts, dairy, soya, eggs and gluten, the Angelic Safetylicious Oat Squares range has been developed to take the worry out of kids’ snack times. The product is the first children’s biscuit to meet the criteria in allergy-free school policies.
The new listing and NPD are a major step in the brand’s growth plans and mission to drive awareness and support for families affected by allergies via the school community.
Founder, Kirsty Dingwall, has joined forces with Natalie Hopkins, Founder of the medically approved auto-injector training programme, The Allergy Badge, to launch the Angelic School Safe initiative – a free allergy training resource for schools across the country. The monthly course supports all members of school staff, promoting safer snacking, allergy awareness and inclusivity.
Speaking about the new listing, Dingwall said: “We are incredibly excited about this launch into Sainsbury’s and we’re looking forward to working with them to help take the worry out of snack time for more families, with access to a safe and delicious range that also puts the fun back into kids’ lunchboxes!”
Kirsty hopes the Angelic School Safe Initiative will reach as many staff as possible in schools all over the country by giving them free, flexible access to the resource.
“With budget restraints tighter than ever, we know how much this will help and we hope anyone who is connected to a school – whether they are staff, parents or carers, will sign up so we can support as many schools, children and their families as possible.”
- Angelic Safetylicious Chocolate Chip Oat Squares 4 x 30g – RRP: £2.85
