COMMERCIAL PARTNERSHIP
Creating meaningful change for people living with food allergies requires both topdown action through laws and policies, and bottomup change through education and innovation. At Vitalite, we recognise the importance of leading by example to champion food allergy inclusivity. In 2025, we became the first brand in the Butter & Spread category to introduce a ‘Top 14 Allergen Free’ label on our packaging, offering clear, allergy-friendly labelling with no ‘may contains’.
Our partnership with Natalie Hopkins of The Allergy Badge, presence at the Allergy & Free From shows, and insights from our Vitalite VIPs – our dedicated allergy parent ambassadors – have deepened our understanding of the challenges faced by those living with food allergies. Our ambassador, Karina, whose son Reuben has multiple severe food allergies, described how frightening and isolating daily life can be and stressed the importance of community and clear allergy labelling from food brands.
“Food is such a central part of life,” she shared. “As an allergy parent, the easiest way to keep Reuben safe would be to avoid situations like parties, meals out or school trips, but that isn’t living fully and I don’t want him to feel excluded. Reuben is now in secondary school, navigating food safely and reading labels independently. Empowering him to advocate for himself has been the most reassuring part of helping him grow in confidence and independence.”
In April 2026, Vitalite announced a new partnership with The Natasha Allergy Research Foundation, the UK’s food allergy charity, supporting baking competitions in secondary schools. These competitions, have allergy education at their heart – teaching children how to read ingredients lists and label allergens accurately. The Foundation’s free Allergy School resources and training help improve understanding of food allergies, support allergy inclusivity and empower all children both with and without food allergies.
Finally, we’re proud to share a message from 12yearold Reuben to other children with food allergies: “Don’t let your food allergies stop you doing the things you love.” By working together to improve food allergy awareness, we can help create a world where everyone feels safe.
