A Scottish mum behind an allergy-safe snack line has vowed to continue using the brand’s packaging to raise awareness of allergies and lessen the stress that parents of children with intolerances often face when food shopping.
Kirsty Dingwall launched Angelic 12 years ago as a brand aimed at giving those with allergies and food intolerances tasty treats without the worry. After her son developed food allergies at a young age, she has expanded the range into kid’s snacks after becoming aware of the lack of treats parents could safely buy without being faced with the dreaded ‘may contain…’ tag.
The Angelic range of snacks comprises oat squares, cookies and savoury biscuits in a variety of different flavours.
The brand’s packaging boldly displays numerous pieces of allergy information – from the Safetylicious tag which signifies the top 14 allergens have been removed, to the Safe for Schools label, and details about intolerances surrounding gluten, nuts, and dairy.
Although such messaging cuts out the need for parents to meticulously scan small-print labelling, ‘free-from’ labelling can often deter consumers from purchasing products as they fear it isn’t going to taste as good.
“When people see allergy labelling, they can often assume that the product won’t taste as good as mainstream options,” Kirsty told Packaging Scotland, before explaining that the taste profile of Angelic is for everyone.
Angelic snacks are stocked in Sainsbury’s and can also be found on Amazon and Ocado. Due to how the product is marketed, they are located in ‘free-from’ sections and aisles, which some shoppers often never consider looking in.
“A lot of parents with kids with allergies can feel quite lonely and misunderstood,” Kirsty added, when asked why the brand is willing to persevere with branding that may restrict its sales potential. “And for some parents, when their phone rings and it’s the school, they don’t know what the message is going to be – this is extreme and it’s the minority of cases, but for some parents that call will be because there’s been a fatality. As a mother I find that so difficult and I know parents who have experienced it. We are just one voice in a large community (campaigning for greater awareness around allergies) that speaks out; we do it through the medium of product packaging and the product itself.
“I think we’ve got a really important role, which is about making a difference for those with allergies.”
Kirsty hopes the brand, alongside other allergy-safe products, will find its way into the mainstream as people gain more understanding about allergies. Perth designer Tom Drysdale, who Kirsty met by chance at a child’s birthday party, is supporting this goal with the creation of supermarket-ready packaging.
“There’s something about having a product that’s fit for a supermarket,” Kirsty stated. “There’s a certain look and feel, and Tom very successfully brought that to the brand. He moved it away from the almost gift and independent deli product-look to a supermarket product, which is quite a leap in how the product is presented. It’s all in the messaging, textures, and layers.”
Tom used his own understanding of living with a nut allergy to help shape the packaging and branding. He also undertook research – which included focus groups – with Angelic’s existing customer base to understand what they wanted from the brand.
Kirsty has a background in landscape art, so was able to assist Tom in the design. “I could have never done what Tom achieved and what he produced,” she added, revealing that a lot of inspiration for the layers and textures used in the packaging are inspired by books she read to her children at an early age.
The journey to have Angelic products stocked by major retailers has been long, but Kirsty’s hard work is paying off and, moving forward, she intends to continue expanding the brand’s offering and voice within a community seeking to normalise measures being undertaken to protect those with allergies.
“I’m very fortunate that I’m in a business that I enjoy what I do, and I can make a difference – or I hope to make a difference,” she concluded. “But it’s not easy with the cost-of-living crisis, inflation, and packaging costs. However, I think it’s getting easier, and I think if we can continue to weather the storm and consistently deliver, then hopefully we can deliver something meaningful for the allergy community.”
