Good Food Partners has completed a full relaunch of its Freedom brands, including Freedom Classic and a new, Freedom Oats range. This comes 14 months after the cereals and snacks division of the brand was acquired by the Arnott’s Group, to form part of new business unit, Good Food Partners.
The re-launch includes the reformulation of Freedom classics like XO Cocoa Crunch and Corn Flakes, and the introduction of new flavours like Active Balance Almond & Cashew Multigrain Flakes and Honey Flake Crunch. The new Freedom Classic range has the renowned red Freedom banner, with great tasting new recipes, strong health credentials and re-designed packaging.
Good Food Partners Managing Director Chris Diver says he’s proud of how they have reinvigorated the Freedom brand in a way that rings true to Freedom’s strong and loyal consumer base, while appealing to a much broader set of consumers aspiring to eat better.
“The Freedom brand has existed on the Australian food scene for three decades and has always had a strong and loyal brand following, particularly from gluten intolerant consumers.
“Our acquisition of the brand has enabled us to apply the Good Food Partners commitment to high quality ingredients and best practice manufacturing in order to grow the brand’s market share and attract new consumers.
“We have already invested significantly in research & development and manufacturing capabilities so as to continue to grow the Freedom brand, as we strive to become a leading player in the cereals and snack bar market,” Mr Diver said.
General Manager of Innovation & Growth Honi Cervi says Good Food Partners was excited about how the new range would transform the category, with a strong pipeline of products yet to come.
“Traditionally, ‘free-from’ products were banished to health food stores. Today, we’re proud to be making these products more accessible for the 12 per cent of Australians avoiding gluten for some reason or another, while also increasing the options for those who are gluten intolerant.”
The full Freedom Cereals range are made in Australia and contain a Health Star Rating of 4 or more stars. They are all gluten free and can be found in all major grocery retailers between now and July.
Good Food Partners recently relaunched the Messy Monkeys and Arnold’s Farm brands, and introduced a new low gluten oat range, Freedom Oats. They expect to relaunch Heritage Mill in the coming weeks.