Progressive Grocer Magazine Names Enjoy Life Foods as First-Ever “Free From” Category Advisor in 2013 Awards

New category established as free from foods see increased recognition and demand

Enjoy Life Foods ( has been selected as the 2013 category advisor for the new free from category as designated by Progressive Grocer Magazine. This is the first year that Progressive Grocer has recognized “free from” as a category, and Enjoy Life Foods is pleased to be chosen as the first company with the recognized expertise to meet the requirements of the category advisor designation.

In its 17th year, Progressive Grocer’s Category Captains Awards honor CPG companies for their category management prowess, demonstrated through their partnerships with grocery retailers. This year, there were 99 total winners: 58 category captains and 41 category advisors.

As evidenced by this distinction, the “free from” category continues to grow in its importance and acceptance in the supermarket space, due to the increasing number of people who have food intolerances and allergies. Enjoy Life Foods is the leading brand in the “free from” category whose products are all gluten-free and contain no wheat/gluten, dairy, peanuts, tree nuts, egg, soy, fish or shellfish—the allergens that account for 90% of all food allergic reactions in the United States. Enjoy Life products are also made without casein, potato, sesame, and sulfites.

According to Jeff Friedman vice president/publisher of Progressive Grocer, “The free-from category is trending in the supermarket space and was recently recognized among a highly influential group of retail registered dietitians at the first Progressive Grocer’s Retail Dietitians Symposium. There, Enjoy Life Foods was one of the selected presenters discussing the free from category. We see continued growth and interest in this burgeoning category as more consumers shop the supermarket aisles for foods that meet their special dietary requirements.”

“We are honored to have earned the recognition by Progressive Grocer and the establishment of free from as an important trending category in the supermarket space,” said Joel Warady, chief sales and marketing officer for Enjoy Life Foods. “We will continue to promote the category by bringing innovative and great-tasting foods to the market that can be enjoyed by people with a wide range of dietary requirements.”

US sales of gluten-free products rose to $4.2 billion last year. By 2017 the sales of gluten-free foods and beverages are expected to exceed $6.6 billion, and the total free from category will exceed $12 billion.