Asda has made sweeping changes to its 'Free From' food range.
For shoppers with specific dietary requirements - like gluten and dairy free - prices can quickly rack up, with those products often costing more than non 'free-from' items, reports the MEN.
But Asda has stepped in to help and announced it has slashed the price of 62 Free From staples including pasta, flour, milk alternatives, cereals and breads among others.
The price cut means customers who have a dietary requirement or buy these lines for lifestyle reasons will not have to pay more than the equivalent non free from option.
The cuts see a 78% decrease in the price of Free From Flour (was £1.50, now 33p), a 67% price cut on family favourite Free From Frosted Flakes (was £1.80 now 59p) and 53% price reduction on Free From Bread (was £1.93 now 89p).
Rebecca Long, Senior Buying Manager, Free From at Asda said: "With more people than ever buying Free From foods, we’re pleased we can help make these more affordable by lowering our prices, matching the prices of selected lines gram for gram against the non Free From equivalent.’
“We believe there should be no reason for our customers to pay more for food if they have an intolerance and want to ensure our customers can get everything they need under one roof, regardless of dietary requirements or lifestyle choice."
