Asda invests £6m to slash cost of free-from food (hurray!)

Ever look at the price of gluten-free bread, then look at standard bread, and weep? Same, hun, same. 

Asda’s on the case – the supermarket has invested £6.17m to lower the cost of its own-brand free-from staples. 

This means customers with dietary restrictions no longer have to pay more for free-from staples. Prices has been slashed by up to 78% across a range of free-from foods including pasta, flour, milk alternatives, cereals and breads.

Here’s what to expect on the free-from aisle, from Monday:

• Gluten-free flour costing £1.50 will be 33p
• Free-from frosted flakes costing £1.80 will be 59p
• Free-from white rolls costing £1.50 will be 96p
• Free From Choco Snaps was £1.80, now 87p
• Free-from pasta costing £1 will be 53p (or two for £1)
• Free From grated cheese was £2, now £1.40
• Free-from meat gravy 170g costing £1.20 will now be 60p
• Free From Freida the Caterpillar Cake was £6.25, now £5.92

The decision means that those following a gluten-free or dairy-free diet, or anyone with food intolerances, will no longer wince when they see free-from prices compared to the equivalent non-free-from options.

“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.”

Rebecca Long, senior buying manager at Asda

Here’s hoping other retailers will follow!