BFree Bring Bold Flavour and Brand Community to the Allergy & Free From Show 2025

BFree showed up at Allergy & Free From 2025; not just as exhibitors, but for their customers and community. The aim was not only to get product into hands, but to connect with their community on a deeper level.

Of course, the first step was to be seen. The stand was positioned in a prime spot facing the main doors of the venue, capturing the attention of visitors as they entered the Olympia hall.  

Creating a space that's impossible to ignore

The bold green colour palette and playful branding set the tone immediately and differentiated BFree from a sea of dark purple and muted tones across the hall. The stand wasn't just hard to miss, it was impossible to ignore.

Continuing to draw on distinctive brand assets, we set a large logo at height, with core brand messaging used throughout the space. The overhead logo was accompanied by appealing food imagery, showcasing just a taster of the food freedom that BFree provide.

Eating Happy

Naturally, sampling was a hugely important part of the experience. Food samples were brought to the front of the stand, encouraging every guest to try a tasty bite. Behind the scenes, we created generous prep and storage zones so the team could keep the samples coming throughout the show. And good job we did, as every tray was gone in minutes!  

Constant sampling meant more people were able to try hero products, in many cases leading to conversions and raving social media reviews. (If you’ve tried the spiced carrot cake, you’d understand). It also allowed BFree to challenge the negative perceptions  often associated with gluten free food, and show coeliacs that eating freely shouldn't mean sacrificing taste.

Community, connection, and content

Behind the main counter, the stand channelled a market-style shopping experience, complete with a custom awning and product displays. Guests could stock up on their favourite gluten-free goodies or buy merch, which was a hit. Sporting ‘gluten free girlie’ hats, branded tote bags and socks, customers act as automatic brand ambassadors for BFree.

But the aim wasn’t just to get people wearing a logo. By connecting with every visitor, having real conversations about what matters to coeliacs, and inviting every ‘BFree bestie’ into the brand, the event aimed to push customers down the marketing funnel towards genuine advocacy. We needed to make sure the stand wasn’t just a shop, it was a welcoming space for the community. 

Enter: the Foodie Corner. Decked out with soft seating, glowing neon signage, and even a secret door in the wall, this cosy hub was a dedicated space for conversation and content generation. The BFree team ran game-show style games such as the Foodie Quiz, complete with red buzzers. They chatted to customers, interviewed influencers and created video content that can be repurposed again and again. Each ‘BFree bestie’ could even be branded with a ‘gluten hates me’ temporary tattoo! 

A brand experience with people at the core

Standing out, grabbing attention, and reflecting BFree’s strong market position was important. But with key practical needs to meet, we had to balance aesthetics with functionality. That’s why the stand was crafted with people at its core – creating a space for BFree to connect with their growing tribe of ‘gluten free besties’ in real life. It was vibrant, inclusive, and designed around interaction, from product discovery to full blown foodie fun. 

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Planning your own food or drink event? Check out our exhibiting guide for food and drink brands here, or get in touch and talk to us about your project. We’d love to hear from you!