There's always excitement in seeing what's new, and at the 2027 show we're launching the Free From Edit, a dedicated feature shining a spotlight on the most innovative product launches in allergy and free from. Each featured product comes with a simple QR code to scan, unlocking further information at a glance, from ingredients and allergen details to the brand story, plus a direct route to the exhibitor's stand to find, sample and try the product in person.