Free From Fellows mallows gain strong retail and online UK listings

Following on from gaining a listing with Sainsbury’s, a number of health food stores, and also with Waitrose from next month, Free From Fellows range of vegan marshmallows has expanded further with an online presence through Ocado.

The brand, which has been based on an ethos of fun and healthier eating, has designed its range as sugar free in response to consumer demand, and also includes a sweets series.

Lisa Gawthorne, director at Bravura Foods and owners of Free From Fellows, commented: “It’s great to have Ocado on board, we have traded with them for a number of years with our other Free From Fellows products as well as our Panda Liquorice brand. We are looking forward to developing and nurturing our partnership with Ocado as we offer more vegan products to the online market.”

Karl Morris, director at Bravura Foods added, “We are having a really successful launch with these mallows as we are offering a great tasting product at a really great value for money price point. We have some exciting NPD for the brand in the coming months which will also play an important part in the brands’ growth plan.”

The vegan confectionery brands’ journey of growth comes off the back of the most successful year of Veganuary to date, with over 629,000 participants in 2022. Ocado, along with so many of the other retailers are investing in vegan products as the market continues to fight off its niche roots and explodes into mainstream on the high street and in the grocery retail sector.

All three types of the brands’ vegan marshmallows will be available with Ocado – in vanilla, strawberry and mini vanilla pink and white formats. All 105g bags are set to retail at £1.99 and as well as being vegan, these marshmallow lines are also free from the top 14 allergens including dairy, soy and nuts. They are also all certified by both the vegan and vegetarian societies.

Free From Fellows was brought to market by Bravura Foods which is a major distributor of vegan confectionery in the UK. Bravura Foods has been operating in the vegan market for eleven years and is owned by Vegan GB athlete Lisa Gawthorne and Karl Morris. Other products in the business’s portfolio include Panda Liquorice, Vegan Bakery and Peanut Hottie.