Gluten-free food brand Juvela has turned to Bell Pottinger to manage a communications campaign that will highlight why coeliac sufferers should continue to receive staple foods on prescription.

Some Primary Care Trusts plan to delist gluten-free products from prescription as part of their cost cutting measures and Juvela wants to inform the media and politicians of the risks to coeliac sufferers of them doing so.

The cost of staple products, such as gluten-free bread, is about three to four times more expensive in shops and so, without prescriptions, coeliac patients may have difficulty sticking to their medical diets.

Bell Pottinger North associate director Richard Clein is overseeing the campaign and reports to Juvela’s sales and marketing manager Donna Sheridan.

“Thousands of people who live in these areas will be affected by this change for what, in the grand scheme of things, is not a huge amount of money,” said Clein. “Research shows that the removal of gluten-free food on prescription could result in an increased risk of long term health complications including osteoporosis, small bowel cancer and infertility.

“We are helping Juvela fight for coeliac sufferers through a proactive media relations and public affairs campaign.”