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Hypoallergenic, a term apparently first coined by the James Wellbeloved marketing team, literally means low-allergy-causing and can be used to describe any food that doesn't contain any ingredients that are commonly linked to allergies. Unfortunately, different manufacturers have different ideas of what constitutes an allergy-causing ingredient so the definition can vary from one brand to another. Maize, for example, is regarded as a hypoallergenic ingredient by some manufacturers while others avoid it like the plague.
To be awarded our hypoallergenic logo a food must be free from wheat, maize, dairy products, soya products and artificial additives.