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Gluten Free Fish And Chips

Gluten Free Fish And Chips Responding To Customer Needs

You may have seen recently on television the research findings relating to the increased numbers of people suffering from allergies and intolerance’s. So with Fish and Chips being one of the UK’s most popular meals, what can be initiatives are available to help meet those who require a gluten free diet.

Gluten Free Fish And Chips – Is there a need

To accurately understand gluten-free diets requires considering three separate and unrelated medical conditions blamed on gluten:

  • Celiac disease – almost certainly under diagnosed
  • Wheat allergy – commonly over diagnosed
  • Gluten intolerance – commonly over diagnosed

Celiac disease can occur in some individuals when particles of gluten bond with intestinal proteins and cause a powerful, misdirected immune over reaction from the white blood cells. The reaction effects the microscopic fingers called villi that line the small intestine and normally absorb nutrients. Once affected, the intestine can’t function correctly, causing symptoms such as stomach pain, diarrhoea, iron deficiency, and other health problems. So for people with these conditions unless they can source gluten free fish and chips they are missing out on this meal.
Today, we estimate that approximately 1 percent of the world’s population has celiac disease, so in the UK potentially 700,000 people within the UK could be effected.

Gluten Free Fish And Chips Rules About Their promotion

There are 2 claims allowed to describe foods suitable for people with a gluten intolerance. These claims apply to both food where gluten is knowingly an ingredient or present accidentally from cross-contamination:

  1. ‘Gluten-free’: for foods that contain no more than 20 parts of gluten in a million (ppm). These can be foods that:
    1. Are specifically made for a person with gluten intolerance, by using an ingredient that has been treated to reduce its gluten content (such as bread made with gluten-reduced flour)
    2. And / or have a gluten-containing ingredient substituted with one that does not contain gluten (such as pasta made from rice instead of wheat)
    3. Are everyday foods that meet the gluten limit even though they are not specifically made for this purpose (such as a soup made only from vegetables).
  2. ‘Very low gluten’: only for foods that are specifically prepared for people with a gluten intolerance. They must contain no more than 100 parts of gluten in a million and contain an ingredient that has been specially processed to reduce its gluten content. They may also contain substitute ingredients.

Gluten Free Fish and Chip Products

There are a wide range of gluten free products available to help Fish and Chip shops provide gluten free fish and chips. To find out more about developing niche specific marketing campaigns click here.  For more information on Strategic Marketing and New Product development contact Andrew Goode a marketing and sales professional click here

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