The total free from food market in the UK was valued at £365m in 2014; with the market set to grow by 50 per cent by 2019 with the fastest growth within the savoury snacks category. (Source: Mintel 2015). The market for healthy snacking has become more complex with consumers looking for alternative sources of fibre and protein, and showing preferences for low GI sugars over refined sugars.

Saf Life aspires to be the lifestyle and snack brand of choice for consumers looking for free from and guilt-free snacking options.