ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

Woolworths FreeFrom Macro Gluten Free Range Drowns the Coeliac Market in Australia!

Updated on October 31, 2010

Imitated by Woolworths...

Woolworths FreeFrom is a brand under Woolworths, one of Australia's most powerful and popular supermarkets. Situated in hundreds of locations throughout Australia, with a large range of products it has become a large public organisation in Australia listed on the Australian Securities Exchange (ASX) and is continuing to expand as we speak.

The FreeFrom range consists of foods that are primarily gluten and wheat free. Many products under this range are dairy free as well. The range includes a variety of items, from cookies to cakes to pancake and pizza base mixes, all of which are gluten free. Sounds nice and all, but WAIT...

Long before Woolworths created the FreeFrom range, they carried many gluten free specialty products of many different brands. They stocked these products in their specialty aisle of their supermarkets and sold them to the public. Over time they looked at which products were popular and ones that were good sellers. From this, they calculated the possibility of raising the prices but realised that they couldn't easily set their own prices on these products (due to the predetermined selling prices on these items). They investigated ingredients on these products and developed their own gluten free range (a supposed imitation of the original products). Hence, the "Woolworths FreeFrom" range was developed some years ago.

Case in point: The Woolworths FreeFrom Gluten Free Pancake Mix was developed as a result of the VERY Popular BASCO Buttermilk Pancake Shake stocked previously. (I personally found the BASCO gluten free pancake mixes to be very good for breakfast.) You can now only find the BASCO pancake mixes at a limited number of IGA stores and privately owned supermarkets and it is unfortunately highly disadvantageous to BASCO. Alas, the Woolworths FreeFrom pancake mix is of significantly lower quality, and is not as popular with the market as the previous product.

Woolworths FreeFrom Range

Our favourite Gluten Free brands are going into receivership due to supermarket chains attempting to imitate their products!  Try not to support them!  Go somewhere else and buy from the original dedicated 'gluten free' brands!
Our favourite Gluten Free brands are going into receivership due to supermarket chains attempting to imitate their products! Try not to support them! Go somewhere else and buy from the original dedicated 'gluten free' brands!
The original BASCO pancake mix. PLEASE SUPPORT ME!
The original BASCO pancake mix. PLEASE SUPPORT ME!
Superseded by this! (you can still get the original BASCO mix at some smaller supermarket chains or online!)
Superseded by this! (you can still get the original BASCO mix at some smaller supermarket chains or online!)

Support the brands that support you!

Woolworths and Coles are becoming very powerful companies - almost too powerful for my liking. It is important for any consumer buying a product made under the Woolworths brand to be aware that these items have not been made to convenience customers. Woolworths did not create the FreeFrom range out of the kindness of their hearts - it has been merely for one purpose and that purpose only - make more money. Woolworths no longer has to follow the recommended retail price (rrp) of manufacturers - they can set their own! They developed them after carrying products from a variety of different brands and analysing the most popular selling products. The recent addition of the Macro range, which includes products where the sugar and fat are kept to a minimum has also kicked many of the gluten free specialty brands into financial stress, some even into receivership!

We, as customers, need to be discerning and not place our eggs in one basket. Woolworths could decide to pull the pin any day with their FreeFrom range of products if they feel they could be making more money elsewhere. By then, these original brands could be out of business, making it VERY hard to find good gluten free products. I personally break my back to support these smaller companies like BASCO, etc. as these brands have actually gone to the effort to endorse themselves with the Coeliac Society, created reasonably cost-competitive products and are very open to customer's needs. I would suggest you try to do the same.

How can you help? If you shop at large supermarket chains like Woolworths, Coles, etc. there are a great range of products to choose from. I'm not encouraging anyone to avoid shopping at these stores. I do encourage however, where possible, to buy items not made by the brand of the supermarket (i.e. Woolworths, Coles, etc.). Every country has different major supermarkets and I encourage you to do the same, if possible. Let's help keep those original products in the market. If a small corner shop doesn't carry a product you're after, maybe suggest they order it it in. You never know, Woolworths may find it even MORE feasible to re-intoduce their other brands to the shelf and eliminate their FreeFrom range should it not adequately sell!

Discussion

    0 of 8192 characters used
    Post Comment

    • profile image

      Stu 

      7 years ago

      I've been using the FreeFrom pancake shake from Woollies and could only buy the Basco one last time, the end product is much worse than the FreeFrom product. The Basco product was you typical gluten free, flakey, rubbery stuff they try to pass off as comparable. Now I'm stuggling to find the Freefrom product online.

    • infonolan profile imageAUTHOR

      infonolan 

      7 years ago from Australia

      I've been doing some investigating lately and yes, the woolworths brand products have indeed been reported as 'not as good' as their predecessors. I'm all for supporting private supermarkets.

    • profile image

      Ro 

      7 years ago

      I haven't bought any of the FreeFrom range, always wondered what happened to the other brands I used to buy years ago.

      Just gone back on the gf and dairy free diet for my son and was really surprised at the range available - after 7 years it's more like we've gone backwards in some areas!

      Private supermarkets, 1 in particular, have a much wider range of gluten free dairy free products than the usual 2 suspects carry, although I find it cheaper, easier and (in some aspects) safer to make foods from scratch, sourcing many gf flours and products from Asian grocery stores (cheaper than supermarkets) at least then I know exactly what has gone into the food ;)

    • profile image

      Amy Backs 

      7 years ago

      I don't know if you've realised but the Woolworths gluten free pancake shake has soy in it! The Basco one doesn't... So I CAN have the Basco one but not the woolworths brand. Hmm... very interesting indeed would you believe im allergic to soy as well as coeliac. probably another good reason to support other brands if their hybrids settle for using such cheap sources of protein JUST FOR EASE AND MONEY. Thanks for this info. I won't buy anything 'Freefrom' anymore.

    working

    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, hubpages.com uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at: https://hubpages.com/privacy-policy#gdpr

    Show Details
    Necessary
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the googleapis.com or gstatic.com domains, for performance and efficiency reasons. (Privacy Policy)
    Features
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Marketing
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Statistics
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)