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Tuesday, April 04, 2006

Free-From Foods to be Less Fickle in UK

The U.S. and, more recently, Canada offer hundreds of alternative foods to choose from if you’re lactose intolerant. Other countries have lagged behind. But perhaps they’ll be something for those of you who are Fickle coming soon.

The Yorkshire Post reported that "Emma Killilea, a food marketing management student from Sheffield Hallam University, won £7,000 of business support for her Fickle Foods business, which produces luxury cocoa cake bars with a difference – they are free from both gluten and lactose."

Killilea herself has a wheat intolerance. After garnering the Winner of Winners Award, she said:

Around 10 per cent of the UK's population avoid food containing wheat and dairy, because they are either allergic to them or find they upset their stomachs. Many others avoid foods like nuts, sesame seeds and soya for the same reason, but 'free-from' products are difficult to find. About the same number of people in the UK are vegetarians, yet most restaurants and cafés offer customers a meat-free option. I believe Fickle Foods can really help readdress the balance."

"Emma made the Winner of Winners' grand final after triumphing in Sheffield Hallam University's 2005 Enterprise Challenge, an annual business start-up competition for students and recent graduates. She has already used the 5,000 Challenge prize money to develop the Fickle Foods range to include ginger syrup, lemon, and pecan and carrot cake bars, all of which are free from additives, preservatives and genetically modified ingredients and use innovative packaging to keep them fresh," the paper reported.

She plans an August launch for her brand, along with a website that will allow people to buy "free-from" foods online. Fickle Foods will become part of the Deliciouslyorkshire bransd.

For information about Fickle Foods, contact

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