Asda has slashed prices on 62 staple products to ensure customers don’t have to pay more if they have an intolerance.
And the cuts aren't small either, following a £6.17million investment by the supermarket.
There's a 78% decrease in the price of Free From Flour (from £1.50 to 33p), a 67% price cut on family favourite Free From Frosted Flakes (from £1.80 to 59p) and 53% price reduction on Free From Bread (from £1.93 to 89p).
it means dozens of Free From products - including pasta, flour, milk alternatives, cereals and breads - have seen prices cut as Asda steps up its campaign to become a destination shop for anyone with dietary requirements or lifestyle reasons for excluding certain ingredients.
It follows hot on the heels of the announcement the chain was introducing a new section in all its supermarkets devoting two bays entirely to plant-based products.
Asda senior buying manager Rebecca Long 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.”
The lowered prices across 62 Asda Free From products went live in store and online from Monday 12 October.
Key products cut in price include:
- Free From Gluten Free Flour was £1.50, now 33p
- Free From pasta range was £1, now 53p or 2 for £1
- Free From Meat Gravy 170g was £1.20 now 60p
- Free From Special Flakes was £1.80, now 62p
- Free From Choco Snaps was £1.80, now 87p
- Free From White Rolls was £1.50, now 96p
- Free From Grated Cheese was £2, now £1.40
- Free From Freida the Caterpillar Cake was £6.25, now £5.92
