The Allergy & Free From Show has announced a new partnership with Spill the Beans for its 2027 edition, giving exhibiting brands an additional platform to connect with B2B buyers and showcase their businesses to the trade.
The partnership will see the Spill the Beans team onsite at the Allergy & Free From Show at Birmingham’s NEC, interviewing brands throughout the event and shining a spotlight on the businesses driving innovation across the allergy and free-from category.
The interviews will give exhibitors the opportunity to talk directly about their products, latest launches, business journeys and ambitions, creating engaging content designed to put their brands in front of a wider B2B audience.
Spill the Beans is a B2B-focused event connecting brands with buyers and providing businesses with a platform to share their stories and products with key industry decision-makers. Its partnership with the Allergy & Free From Show will bring this approach directly to the show floor, creating an additional opportunity for exhibitors to raise their profile among the trade.
The collaboration comes at a time when the allergy and free-from sector continues to offer significant opportunities for brands and retailers, with growing demand for products that cater to allergies, intolerances and a wide range of dietary requirements.
For exhibitors, the partnership adds another dimension to the commercial opportunities available at the show. Alongside meeting consumers face-to-face, generating sales and launching products, brands will be able to use the event as a platform to tell their story and engage with the wider B2B community.
Alongside the interviews, the partnership will also support a series of roundtable sessions at the show, bringing exhibiting brands together with independent retailers and farm shops. The sessions will provide a more focused environment for brands and buyers to share insights, discuss emerging trends and explore opportunities for collaboration, while giving retailers the chance to discover new products and businesses within the allergy and free-from category.
Josh Lyle, Event Manager, says “We’re happy to announce that we’re partnering with Spill the Beans for 2027. We’re always looking at ways to deliver greater value for our exhibitors, and this partnership gives brands an additional opportunity to get their businesses in front of the trade.
“Having the Spill the Beans team at the show interviewing exhibitors will help showcase the breadth of innovation within the category, while giving brands a platform to talk about what they’re doing and where they see the market heading. We’re really looking forward to seeing the conversations and content that come out of the partnership.”
The Spill the Beans interviews will take place throughout the Allergy & Free From Show on 15-16 May 2027, with further details on how exhibitors can participate set to be announced ahead of the event.
The partnership forms part of the Allergy & Free From Show’s continued investment in developing the show, creating more opportunities for brands to connect with buyers, retailers and other industry professionals alongside its established consumer audience.
The Allergy & Free From Show will take place at NEC Birmingham on 15-16 May, bringing together brands, retailers, buyers, industry experts and consumers from across the allergy and free from sector.