This Coeliac Awareness Month, BFree is supporting Coeliac UK by donating 40p from every pack of its Soft White Wraps sold, raising crucial funds for research and awareness of undiagnosed coeliac disease.
From 1-31 May, Coeliac Awareness Month returns aiming to provide answers for those who are experiencing unexplained and often debilitating symptoms and helping the estimated 500,0001,2 people across the UK living with undiagnosed coeliac disease. In support of this campaign, BFree, one of the UK’s leading gluten free brands, is showing its support for the gluten free community with a heartfelt initiative returning for a second year.
Following the success of 2024’s ‘A Little Pitta Love’ campaign which raised £26,000 for the charity, BFree is once again partnering with Coeliac UK, this time doubling its contribution from each pack of Soft White Wraps sold.
As a proud Crossed Grain certified partner, the new BFree ‘Wrapped In Love’ campaign features limited edition designed packs now available across major retailers including Tesco, Sainsbury’s, and Asda. The eye-catching design promotes Coeliac Awareness Month and encourages consumers to learn more about coeliac disease, a condition affecting 1 in 100 people in the UK3,4, with only 36%1 currently diagnosed.
BFree Soft White Wraps hit gluten free shelves in October 2024. They’ve quickly become the fastest-growing wrap in the category.* Soft, tasty, and flexible — they’re already a favourite in the coeliac disease community.
Alex Murphy, CEO of BFree, comments: “We’re incredibly proud to support Coeliac UK again this Coeliac Awareness Month. At BFree, our mission is to make gluten free living accessible, delicious, and inclusive. We understand how transformative diagnosis can be, and with our ‘Wrapped In Love’ campaign, we aim to bring attention, compassion, and much-needed answers to those still searching for a diagnosis.”
Hilary Croft, Coeliac UK CEO, comments: “The continued support from BFree is so important to our Coeliac Awareness Month campaign, and we thank them for the generous fundraising they do for us. It’s collaborations like this, with key players in the gluten free food market, which help us deliver our life changing work for people with coeliac disease. Throughout Coeliac Awareness Month, we aim to reach the estimated half a million people living with undiagnosed coeliac disease and help guide them on the road to recovery. We’re here to help with advice and information for anyone who suspects they might have coeliac disease as well as those looking for ongoing support.”
Coeliac Awareness Month urges anyone experiencing unexplained symptoms such as fatigue, stomach pain, nausea, anaemia, and neurological issues to take action. These could be signs of coeliac disease. Take the charity’s free online self-assessment at www.isitcoeliacdisease.org.uk today. This simple tool will help you understand whether you should seek testing from your GP and guide you through the next steps.
This May, look for the ‘Wrapped In Love’ packaging on BFree Soft White Wraps in stores. Every purchase supports a campaign that could make a real difference, raising awareness and funding vital research into coeliac disease.
For more information about BFree’s campaign, visit: https://www.bfreefoods.com/ukirl/wrapped-in-love/
For more information about Coeliac Awareness Month, visit: https://www.coeliac.org.uk/awareness-month-2025/
