Making Free From a want to
not a have to

Free From products are one of the fastest growing food categories. UK retailer, Waitrose & Partners, appointed WMH&I to create a new Free From brand that would be an exciting, enticing choice for its discerning shoppers.

Waitrose FreeFrom is a shift in mindset from a negative food choice, into a positive, progressive eating option regardless of whether you have allergies or not.