Where you will find Freefrom savoury biscuits
Sainsbury's has a dedicated area within stores where ambient Freefrom products are displayed. This is identified by a banner on either side of the product area clearly identifying where the products start and end. Own brand Freefrom products in the distinctive yellow packaging will be found alongside many established branded competitor products. Cross category products will be found in other parts of the store such as frozen fish fingers with other frozen value added fish products. The packaging of Freefrom makes it stand out clearly to anyone who is looking for a dietary product and will also be instantly recognisable in areas where consumers may not have expected to find them. This is a good example of where packaging pays a crucial role in identifying important product information simply by brand recognition.
Active Kids Get Cooking 2007