The Allergy & Free From Show 2025 Recap
What a Weekend! Highlights from the Allergy & Free From Show London 2025
We’re still buzzing from an incredible two days at the Allergy & Free From Show in London!
So Much Energy, So Many Conversations
Held at Olympia on June 21–22, this year's event brought together a vibrant community of people living with food allergies, celiac disease, and other dietary restrictions. We were honoured to be a part of it.
With 12,321 visitors attending the show, our stand (F30) was a hub of activity. We had amazing conversations with individuals, parents and carers, and children, some of who were newly diagnosed individuals, and others long-time supporters of Equal Eats.
We were blown away by how many existing customers visited the stand just to say thank you for everything we do.
Namoi, one of our loyal customers, said she has 16 cards in her collection so far and is looking forward to traveling to Kenya and Tanzania next.
Naomi, an Equal Eats customer, with Lisa and Kyle
Hearing your stories about travel, restaurant wins, and how you navigate the world with dietary restrictions was heartwarming and inspiring.
We were especially touched to receive so many comments such as this one:
"Your cards are a massive lifesaver. I take mine everywhere with me”
It’s feedback like this that fuels our mission and encourages us to keep expanding our range of products to support our community.
Kyle’s Allergy Awareness Performances
Kyle Dine lit up the Family Area with four live allergy-awareness performances, getting kids singing, dancing, and laughing, all while learning how to stay safe. His interactive songs helped kids feel empowered and seen, and many proudly walked away with their own “Food Allergies Rock” bracelets. Thank you to all the families who joined us and cheered along!
We also handed out two hundred free-from goodie bags to children who completed the show puzzle.
Spotlight on Education & Advocacy
We were thrilled to welcome Lindiwe, who delivered an engaging educational piece at our stand area. Lindiwe lives with multiple food allergies and shared her experiences with a group of children and their families.
Lindiwe's talk was called "4 Steps to Allergy Confidence" which included:
- How to be prepared (allergy tool kit)
- How to speak up (it's ok to say no)
- How to make good friends (have people around you that include you)
- What to say (write a script)
All of these steps help children to manage their allergies more easily which reinforces allergy confidence.
Lindiwe's presence brought even more value to our space and highlighted the importance of community-driven education and advocacy.
Spreading the Word About Equal Eats
Throughout the weekend, we showcased our products which included:
- Presenting our full range of preset allergy translation cards
- Highlighting a selection of customised cards showing how we can tailor each card specific to your dietary needs
- Launching our new ID Emergency Cards with our first seven languages (French, German, Greek, Italian, Japanese, Portuguese and Spanish)
- Demonstrating our Equal Eats app, showcasing features such as creating and saving your card, and toggling across 50 languages
- Signing up many visitors for our quarterly newsletter Travel Bites, enabling them to stay connected and get the latest updates
- Running a competition to win a year's subscription to our app - congratulations again to the lucky winner!
A Special Moment for Our Team
Perhaps one of the most meaningful parts of the weekend was simply spending time together as a team. As Kyle, Lisa, Catalin and Karina are based in different countries, this event gave us a rare and valuable opportunity to connect in person, reflecting on our work, sharing more ideas to support our customers and community, and celebrating our shared mission.
See You in Birmingham – May 2026!
If you can’t wait to see us again or if you missed us in London, don’t worry, we’re already gearing up for the next Allergy & Free From Show in Birmingham on May 9–10, 2026! We are so excited to do it all again, meet even more of you, and continue spreading awareness and support for the allergy, celiac and free from community.
Thank you to everyone who stopped by for a hug, shared a story, sang a song, ordered our cards, downloaded our app and signed up for our newsletter. You are what makes this community so special and we’re honoured to support your journey.
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