Glutafin launches repositioning campaign

Glutafin, the prescription-only gluten-free food brand, is launching an advertising campaign designed to help coeliacs carry on with life after diagnosis.


The campaign, created by TheAgency, includes direct mail, press and online advertising including blogs and social media activity. There will also be advertising within hospitals and medical surgeries.

The ads will carry the theme “Appetite for life” and aims to highlight how people with a gluten intolerance suffering coeliac disease shouldn’t get in the way of life because there are suitable products available.

Glutafin claims the campaign will position its entire product range of fresh bread, pasta, biscuits, crackers and flour mixes, as “the only choice for coeliacs”.

The brand is part of the Dr. Schär Group of companies, which also owns the Trufree brand.

In January, Stiletto Foods, the manufacturer of the Mrs Crimbles free-from brand, launched a coupon campaign to promote its new range of gluten-free bread.

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