People with peanut allergies, and their parents, spend significant amounts of time checking product labels to see what is safe to eat. Grandparents, friends, and teachers that do not typically deal with peanut allergies, find “checking labels” cumbersome, difficult to read, and tough to remember to do every time a product is purchased. Peanut Freedom was developed to make grocery shopping easier and safer.
Peanut Freedom understands the added burdens of dealing with a peanut allergy in the family
- checking labels for ingredients and warnings such as “manufactured on shared equipment with foods that may contain peanuts”
- talking to uninformed restaurant staff about cooking conditions
- carrying an EPI-PEN at all times
- worrying about non-labeled foods at events and kids’ parties
- explaining the risks to people who are unfamiliar with peanut allergies
- the constant worry about when & where a potentially fatal peanut allergy attack may occur
- the stress on a parent hoping other parents won’t offer their allergic child peanut-tainted food
Peanut Freedom sees a potential solution that will help peanut allergy sufferers, friends & family of peanut allergy sufferers, and food manufacturers. Peanut Freedom’s goal is to establish clear, identifiable labeling (in the form of an icon) that people can use to quickly identify peanut-safe foods.
For food manufacturers, this means consumers preferentially choosing their products because their customers are concerned about a friend, family member, or school classmate that has an allergy to peanuts. While manufacturers spend millions on clever advertising campaigns to move market share, market research shows that the addition of the Peanut Freedom icon to the front or side of packaging can influence buying behavior, especially in commodity markets where products are very similar.