The Allergy & Free From Show returns to the NEC Birmingham on 15–16 May 2027, with an exciting line-up of new features designed to give visitors even more ways to taste, discover, connect and experience the free from world.
Following 13K+ visitors in 2026, the show continues to bring together a highly engaged audience looking for new products, trusted brands, expert advice and businesses that understand allergy and free from living.
For 2027, a host of new interactive features will join the show floor, creating even more opportunities for visitors to discover brands and for exhibitors to put their products directly in front of the people they want to reach.
The Free From Edit will provide a dedicated destination for discovering some of the newest products entering the free from market. From launches to emerging brands and new innovations, the feature creates an opportunity for exhibitors to increase visibility, encourage sampling and introduce products to shoppers actively looking for their next free from favourite.
Visitors will also be able to unwind in the Beer Garden, a sociable space showcasing gluten free and free from beers, ales and ciders. For participating brands, it creates a relaxed environment where consumers can sample products, discover new producers and engage directly with the people behind them.
Community will remain an important part of the show through The Tree of Life, inviting visitors to share their experiences, achievements and messages of encouragement. Meanwhile, Pilates & Breathwork will introduce a dedicated wellbeing element, giving visitors the opportunity to move, reset and take some time out during their day.
For brands, these new features add another dimension to the benefits of exhibiting at the Allergy & Free From Show. Exhibitors can meet 13K+ visitors, introduce new products, offer samples, receive direct feedback, grow brand awareness and create relationships that continue beyond the show weekend.
There are also opportunities for brands looking for even greater visibility through feature sponsorships and branded activations, allowing businesses to align themselves with areas of the show that closely match their audience, products and objectives.
Whether you’re an established name in the free from market or a growing brand looking to reach new customers, the Allergy & Free From Show provides a platform to showcase, sample, connect and be discovered.
Interested in exhibiting or sponsoring at the Allergy & Free From Show 2027? Get in touch or check out the sponsorship opportunities