To celebrate the first edition at the NEC Birmingham, the first 500 visitors can benefit from free tickets using the code AFF26.
This will be the show's first-ever edition at the NEC Birmingham, following an overwhelmingly positive response from visitors calling for a more central, national event. The move marks an exciting new era for the UK's biggest celebration of free-from living.
In excess of 150 allergy-free and free-from brands will be exhibiting at the 2026 event, spanning food & drink, skincare, health, wellbeing, and women's health.
Visitors will have the opportunity to sample products, discover innovations, and connect directly with experts, advocates, and leading voices from across the entire sector.
Returning for 2026 is the Inspiration Stage, sponsored by Koko Dairy Free, featuring an absolutely unmissable line-up of speakers including Becky Excell, best-selling author and the Queen of Gluten Free, and Becky Adlington OBE, GB Olympic swimmer and coeliac advocate. Both will share empowering insights and guidance for living well with allergies and intolerances.
The show will also welcome the return of The Kitchen, hosting an action-packed schedule of live demos and fresh recipe ideas; and the Balmonds Skin Hub, offering visitors a hands-on opportunity to explore and test the latest skincare designed for sensitive and allergy-prone skin.
Exciting New Additions for 2026
The Hormone Health Hub, sponsored by Arla Cultura, will deliver practical sessions and expert advice on hormonal health and wellbeing giving attendees key insights and valuable takeaways.
The Health & Wellness Zone is a brand-new area showcasing leading wellness brands and breakthrough startups for visitors to meet, sample, and learn from.
“We couldn't be more excited to open the box office for what will be our most accessible and ambitious show yet,” Annie Bennett, Event Director, The Allergy & Free From Show, told That's Food and Drink.
“Our move to the NEC Birmingham reflects the overwhelming feedback we've received from our community. With fantastic new features, returning favourites, and over 150 brands, 2026 is set to be a truly national celebration of living well with allergies and intolerances. We can't wait to see the community come together.”
Free tickets are limited to the first 500 using code AFF26. For more information and to register to attend, please visit www.allergyshow.co.uk