The Free From Aisle

🫷🏼 Why You Shouldn't Just Shop the Free From Aisle

Most supermarkets today have a dedicated ‘Free From’ aisle stocked with products designed for people with dietary requirements - typically gluten free, dairy free, nut free, and plant based. Even smaller stores, garden centres, and farm shops often carry a few gluten free basics.

That’s a huge leap from the days when gluten free products were hard to find or only available on prescription.

So it makes sense that if you’re newly diagnosed with coeliac disease or starting a gluten free diet, you’d head straight for the Free From section.

But here’s the thing: Whilst the Free From aisle is essential for some items, it’s not the only place to find safe food - and relying on it exclusively can limit your options and cost you more money. Many products in the Free From aisle cater to multiple allergens, not just gluten, so you don’t want to find yourself paying over the odds for something that is targeted to other shoppers. 

Of course, if you suffer from multiple allergies or dietary requirements, you’ll rely more on the Free From aisle when doing a food shop. However, if it’s only gluten that you avoid, then we’ll help you understand what you’ll likely always need to buy from the Free From aisle and what you can safely find elsewhere in the supermarket.

🤷🏼‍♀️ Why isn’t Everything Gluten Free in the Free From Aisle? 

Because brands want everyone to see their products!

Products placed only in the Free From aisle can get overlooked by the average shopper - think back, did you venture into the FF aisle before you went gluten free? Probably not! So to avoid the 'diet aisle' stigma, many brands that happen to be gluten free choose to sit alongside mainstream versions so they reach a wider audience.

For example:

• A chocolate mousse may be gluten free, but it'll sit in the chilled desserts section - not in the Free From fridge - so it's seen as a normal treat for anyone
• A pasta sauce that's naturally gluten free might be on the regular shelf, not in the Free From aisle with the dairy or nut free versions

This is why learning to read food labels is one of the most important gluten free skills.

👉🏻 Need a refresher - check out our label reading guides

🔍 What You'll Usually Only Find in the Free From Aisle

Some products contain gluten by default, so you’ll need to seek out specially made alternatives. These are almost always in the Free From section:

• 🍝 Pasta - Most pasta is wheat-based, so gluten free versions (rice, corn, chickpea etc.) are usually only found in the Free From aisles
• 🧑🏼‍🍳 Flour - You'll find GF flour blends and alternatives in the FF aisle, some nut-based flours (like almond) might be in regular aisles - just always check the label
• 🍞 Bread - Loaves, wraps, rolls, pittas... these are all specifically formulated gluten free and sold in the Free From aisle
• 🥐 Pastries - GF croissants, pies, tarts, etc. live in the Free From aisle or fridge/freezer sections
• 🍰 Cakes & Biscuits - Specific gluten free versions are sold in the Free From aisle
• 🥣 Cereal - Most cereals contain gluten, and safe versions are rarely found outside of Free From
• 🍺 Beer - Gluten free beer is usually grouped with other Free From products, although some gluten free lagers might appear with regular beers - check labels carefully
• 🍕 Frozen Products - Gluten free pizzas, breaded chicken, and freezer meals usually have their own Free From section in the frozen aisle

Gluten Free Items You Can Find in Regular Aisles

While the Free From aisle stocks some great options, lots of products are naturally gluten free and you'll often find them in the standard aisles - sometimes for a lower price than their Free From counterparts. A large number of products you may spot in the Free From aisle have actually been created specifically to cater to other dietary needs, such as dairy free, which may not be necessary for you. If you’re only avoiding gluten, you have even more choices in supermarkets! 

Here are some common examples:

🍃 Pesto

Most brands are gluten free. Free From versions may also be dairy free.

🥔 Crisps

Lots of flavours are naturally gluten free. The Free From ones are often also dairy/nut free.

🫙 Condiments

Regular mayo, ketchup, mustard, and salad cream are usually safe. The Free From ones will be dairy or egg free.

🍮 Custard

Standard custard doesn’t contain gluten. Free From versions are typically dairy/egg free.

🍫 Chocolate

Many chocolate bars and sweets are gluten free - some in the Free From aisle are there because they're dairy or nut free - read ingredients carefully.

💷 Why You Should Shop Outside the Free From Aisle

Here's why expanding beyond the Free From section is a smart move:

1. Price - Free From products can be pricey. If there's a naturally gluten free version in the regular aisles, it's usually cheaper
2. Choice - Outside the Free From aisle you'll find more variety - more brands, more flavours, and more product options
3. Cleaner Ingredients - Free From alternatives often include additives or texture modifiers to mimic standard products. If the regular version is gluten free, it's usually a simpler, more natural option.