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Nairn’s bucks the “shrinkflation” trend and gives consumers an extra 20% on its Gluten Free Wholegrain Cracker range

Posted: 18th April 2018

Following a move that saw an extra 33% of product added to each pack across their popular Gluten Free oatcake range, Nairn’s are now adding 20% extra fill to the three-strong Gluten Free Wholegrain Crackers range.  This highlights Nairn’s commitment to providing better value for money for free from consumers and that, once again, they are bucking the trend of brands decreasing pack sizes in response to food inflation.

Though the packs of Wholegrain Crackers have been upweighted by 20%, the RRP has remained the same and this has generally been reflected in the on-shelf price.  The new packs started to go into stores across the UK from mid-September last year and the response from free from consumers has been very positive.

Martyn Gray, Managing Director at Nairn’s said:

“The UK is going through a period of food inflation and the media is full of many examples of brands reducing their pack weights or product sizes as a result.  Coupled with this, we know that Gluten Free food is often criticised for being disproportionately expensive, though this is largely due to the costs of the raw ingredients (ensuring they are ‘pure’) and the testing required to ensure such products are safe for coeliacs to eat.  At Nairn’s, we’ve recently invested in a new, larger gluten free bakery and last year took the decision to pass on some of our cost savings to the consumer in the form of a 33% extra fill pack on our gluten free Oatcakes.  We’ve now started rolling this out to our gluten free Wholegrain Crackers with a 20% extra fill pack. As the UK’s number 1 producer of branded gluten free sweet and savoury biscuits, we believe this demonstrates our commitment to producing free from products that are simple, natural and wholesome but also represent better value for money. ”


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