Abstract

Purpose – The development and introduction of novel hypoallergenic foods represents a potential approach to reducing the negative health impacts of food allergy. The purpose of this paper is to assess whether novel hypoallergenic foods will be accepted by food chain actors and consumers. Design/methodology/approach – Stakeholder opinions ) regarding the acceptability of novel hypoallergenic foods were assessed. Three focus groups were applied to understand the opinions of food allergic consumers. Findings – Food allergic consumers expressed a preference for a “cure” for food allergy. However, they acknowledged that hypoallergenic foods had the potential to improve the quality of lives of food allergy sufferers through increasing dietary variation and reducing restrictions on product selection. Stakeholders supported the introduction of novel foods, assuming that the products were acceptable to food allergic consumers, consumers in general and regulators. Originality/value – The paper is likely to be useful for the potential developers of hypoallergenic foods, allergen food products and policy makers regarding the commercialisation of novel hypoallergenic foods and their regulation