As someone who is, thankfully, allergy free, I admit the “free-from” market has largely passed me by. But, the market for foods such as gluten-, wheat- and dairy-free has grown by 329 per cent since 2000 and is expected to be worth £195 million in 2010.

While I’ve no doubt that the Good Natured Fruit brand introduced into the soft-fruit market this week will be well-received by a certain string of consumers, I can’t quite get my head round the logic that puts berries into the same league as the other “free-from” favourites.

It has been proven that consumers can be intolerant or allergic to wheat, nuts and dairy products, often with serious consequences, but never to pesticides, which exist in such miniscule residues in fruit and vegetables anyway.

Surely the ‘free-from artificial pesticides’ market has been tied up by the organic sector. It’s a lifestyle choice for some, a small protest in the minds of others and for mother’s mainly, often a purchase made in the, if you ask most experts, misguided belief that conventionally grown food can harm their children.

To consumers, food is either organic or it’s not. I suppose the question being raised here is whether there is a need for a third way. I am not suggesting that consumers are unsophisticated, but I do think it’s unlikely that the vast majority of shoppers will understand that their fruit is unconventional, yet also not quite organic.

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