Coeliac UK is the charity for people who need to live without gluten. It is a membership organisation established in 1968 that was originally set up to provide information and support to people diagnosed with coeliac disease. The charity also supports others living gluten-free, providing independent, trustworthy advice and support and campaigning for better gluten-free food in more places. They also fund crucial research to manage the impact of gluten and find answers to coeliac disease so that one day, no one’s life will be limited by gluten.
Coeliac UK decided to open up its membership to all people following a gluten-free diet for reasons other than coeliac disease, and now this group makes up 10% of its members.
This was a major strategic shift for the organisation and it necessitated a transformation of its business processes.