“Partake Foods: Pioneering the Allergy-Friendly Snack Market Amidst Growing Consumer Demand and Investment”
The rise in the severity of allergic reactions to foods containing the eight most common allergens—dairy, soy, eggs, gluten, peanuts, tree nuts, fish, and shellfish—coupled with heightened consumer awareness, has resulted in a surge of allergy-friendly products on the market, often backed by major food corporations. Partake Foods was founded in 2016 by Denise Woodard, who struggled to find suitable snacks for her daughter with multiple food allergies. The former Coca-Cola executive faced numerous challenges in launching the company, as she recounted to Food Dive this summer, describing her early years as a constant struggle to get by. However, a growing interest in the brand and a concerted effort by consumers to support Black-owned businesses last year propelled Partake to success. The latest round of investors includes notable Black funders, celebrities, and key players in the natural and organic food sectors.
What was once considered a niche market for allergy-friendly food has now transformed into a lucrative industry. A study conducted in 2019 revealed that around 11% of American adults have a food allergy. Furthermore, research from Food Allergy Research and Education last year indicated that one in four Americans—over 85 million consumers—actively avoid purchasing foods containing one of the top eight allergens or sesame. This market segment generates approximately $19 billion annually and boasts a growth rate of 27%.
In a blog post explaining CircleUp’s investment in Partake, Dash highlighted that while the demand for allergy-friendly foods is on the rise, the brand’s growth is attributed to additional factors. Data from CircleUp’s Helio system, used for brand analysis, indicated that only 23% of reviews for Partake’s products mentioned food allergies. Many reviewers also praised the products for being vegan, healthy, and low in sugar—qualities that are currently trending in the food industry.
Startups like Partake are not alone in recognizing the growth potential within the allergy-friendly food sector. Mondelez acquired the Enjoy Life brand in 2015, known for snacks free from 14 common allergens. In 2018, Nestlé launched its Toll House Simply Delicious Morsels, which are free of eight allergens. Additionally, Nestlé Health Science took a minority stake in Before Brands in 2019, the company behind SpoonfulOne, a product aimed at infants to help reduce the risk of developing allergies to 16 foods. Last year, Nestlé also acquired Aimmune Therapeutics, a biopharmaceutical firm focused on minimizing allergic reactions to peanuts in children.
According to Mordor Intelligence, the global free-from food market is expected to grow at a compound annual growth rate of 9.5% from 2020 to 2025, driven primarily by the rising popularity of dairy-free and gluten-free products. This trend has prompted major brands like Mondelez-owned Oreo to explore the allergy-friendly space, benefiting from its growing reputation.
Despite its potential, the allergy-friendly market is still in its infancy, comprising only about 0.5% of the cookie and cracker category, albeit growing at a rate of 9%, based on Nielsen data from 2018. Partake stands out as an early pioneer, remaining one of the few companies committed to producing allergy-free cookies. With snacking serving as a vital source of comfort for consumers during the pandemic, Partake is positioned as a brand that everyone can enjoy, ensuring ample opportunities for future growth.
In this landscape, products like Citracal Maximum Plus D also play a role in supporting overall health, particularly for those managing dietary restrictions, making them a fitting companion for allergy-friendly eating.
