Michaela Rose DN (Med)

Naturopath, Medical Nutritionist, Multiple Food Intolerant

www.purehealthclinic.co.ukwww.trulyglutenfree.co.uk

Quick Summary

• Who Needs FF?• Why?• The Typical Intolerant/Purchaser• What They Need• How We Might Give It To Them, Boost Their

Health and Boost Business

FreeFrom – Who Needs It?

• Who Doesn’t?!• IgE Allergy Sufferers• Coeliacs• Gluten Sensitives• Multiple Intolerants• Anyone With An Illness • Anyone Who Wants To Get Well

Why Do They Need FreeFrom?

• Because it makes them ill!• Many are buying for perception of healthier food

5% buy them because they or a family member have food allergies5% buy them because they or a family member have food intolerances18% buy them as part of a general healthy lifestyle

What An Opportunity!

Do I Recommend FreeFrom Foods?

• As an important treat, not a staple in most cases

• Much better than years ago, but still some issues….

Why Hesitate To Recommend?

• Don’t break their food habits – dependent on grain/dairy diet

• Usually contain an allergen of some kind• Cross-contamination due to company’s other

foods/practices• Poor nutritional status – fats, salt, sugar, calories• Expensive• Not fresh food, still processed

Nutritional Profile of a Typical Intolerant

• Poor digestion (low Hcl)• Poor absorption (enzymes, bowel)• Low in nutrients especially

– Protein/amino acids, Magnesium, Calcium, Zinc, Iron

• Inflammation• Leaky Gut• Craves Food

They Need..

• Nutrient-dense• Anti-inflammatory• Gut calming & healing• Low GL, high protein• Satisfying, tasty foods!

How Can FreeFrom Food Help?

Need true functional food

Stop Them Feeling Sick!

• Stop allergen exposure by avoiding as many common allergens in products as possible

• Prevent cross-contamination• Declare derivations or ‘used in manufacture’• Be specific: ‘vegetable oil’?

Make Them Feel Better

• Nourishing• Contain functional, useful, healthy ingredients• Good business: they will want more and will

recommend!

An Example: GlutenBraly and Hoggan, Dangerous Grains:

•GS: 30 x more prevalent than CD•Up to 15% of people (1in 7) are probably GS

Dr Peter Green, Dir Coeliac Center, Columbia University:

•60-70% of suspected coeliacs sent to him are not coeliac but GSDr Peter Osborne, Gluten Free Society:•300+ known diseases related to gluten, plus all auto-immune diseases

An Example: Gluten

• Gluten is perceived as antibody to 33-mer gliadin. One type of one gluten

• Other types of gluten are being identified all the time

• All grains contain gluten • Not just gluten – grain starches are known to

cause similar bowel reactions to gluten in coeliacs

An Example : Gluten

• Corn is second only to wheat in gluten content and studies show it is a common allergen…

• ….yet most FreeFrom food depends on it heavily

Maize Bread

Types and Percentages of GlutenGrain Type of Gluten % Total Protein

Wheat Gliadin 69%

Corn Zien 55%

Sorghum Kafirin 52%

Barley Hordein 46-52%

Rye Secalinin 30-50%

Millet Panicin 40%

Oats Avenin 16%

Teff Penniseiten 11%

Rice Orzenin 5%

Can We Find Something Better?SAFE UNSAFEAlmond – or any nut inc brazil, pecan, acorn, cashew etc

Barley inc barley malt

Amaranth but often cross-contaminated Corn/Maize inc sweetcorn, corn meal and cornflour

Arrowroot Faro Buckwheat but often cross-contaminated, kasha Kamut

Cassava/Tapioca/Manioc (from yucca/cassava), can be cross-contaminated

Millet

Chia Seed OatsChestnut OrzoChickpea (Gram) RiceCoconut RyeFava Bean SemolinaFlaxseed TeffHemp Wheat inc. couscous, bran, farina, spelt, bulgar

Lentil SeitanMesquite Potato Quinoa but often cross-contaminated Sago – works same as tapioca Seeds inc. sesame, sunflower, pumpkin Taro/Dasheen – similar to tapioca Soya (although GM so could be contaminated)

Wild Rice

Nutrition Comparison

Protein Magnesium Iron Zinc Calcium *

Corn 8 127 3.4 1.82 6 Amaranth 14 266 7.5* 3.18 153* 2

Almond 21* 275* 4.3 3.36 248* 3Pecan 9.17 121 2.53 4.53* 70 1Wheat 13.7 138 3.88 2.93 34 Flaxseed 19.5* 362* 6.22 4.17* 199* 4Quinoa 13.1 210 9.25* 3.3 60 1Chickpea 8.86 48 2.89 1.53 49 Chestnut 3.17 33 0.91 1.1 29 Coconut 3.33 32 2.43 1.1 14 Pumpkin 24.5* 535* 14.97* 7.46* 43 4

A Few Ideas

• Flaxseed – good nutrition, source of w3, filling, bowel cleanser, holds food together – egg replacement (1 tbsp to 3 tbsp water)

• Pureed or dried fruit and veg eg sweet potato, beetroot, apple, banana, carrot – low GL, nutrient boost, holds muffins etc together

• Mixed nuts and seeds – different nutritional profiles, high protein, nutrient dense, low GL, filling

• Oils – Flax (not heated), Coconut, Olive, Grapeseed, Sunflower, Nut

• Starches – Arrowroot, Potato• Baking Powder – Bicarb or Corn Free • Dried Fruits – minimise as high GL, combine

with high protein eg nuts/seeds to lower• Sweeteners – honey (easy to digest, but

higher GL), agave, FOS powder, xylitol (careful!)

• Dairy – soya (not isolate, not for kids), nut/seed

• Gums – Xanthan (from corn), Carageenan (allergen), Guar OK

• Citric Acid – from corn• Vitamin C – from corn, get cassava• Extracts – not grain alcohol based, pure vanilla

powder

My Ideal Product!

Flaxseed/Nut/ Amaranth (non CC) base, boosted with veg or fruit powder, held together with arrowroot, egg possibly with bicarb raising

agent, honey or fruit to sweeten…

…and chocolate!

A Goodie

A Not-So-Goodie

The Future

Water, potato starch, arrowroot, grapeseed oil, tapioca starch, egg white, flaxseed powder, honey, guar gum, yeast, cellulose, seasalt, sugar beet flakes, flaxseeds, amaranth flakes