Asda rolls back prices on Free From lines & adds 100 new items

Asda has announced a significant price investment on a basket of its best-selling Free From lines, bringing the cost of these products down to £1 and £1.50 – making the supermarket retailer the cheapest on the market for these essential lines.

The basket includes 16 every day products that customers who follow a Free From diet (or cater for someone in their household who does) will typically buy week in, week out. Everything from Free From pasta and bread, to cornflakes and soya yogurt has been rolled back, with prices now up to 40% cheaper than the rest of the big four.

Lizzy Massey, Vice President of Asda Own Brand, said, “At Asda, we recognise that Free From foods are an essential part of the weekly shop for an increasing number of families, so we’re working hard to offer the same everyday low prices that Asda is famous for, whilst still maintaining great quality products.”

Alongside the price investment, Asda is also adding over 100 new Free From lines to its existing line-up, which will see its core chilled Free From range increase by 42% and its ambient range increase by 21%, with a selection of own brand and branded sweet treats and meal essentials.

The new range will now feature Asda branded Free From tortillas, gluten free pesto, soya yoghurts, dairy free crème fraiche and Free From brioche rolls, as well as branded favourites, such as Rude Health drinks, Dr Shar snacks and even gluten free Cobra beer.

Massey continued, “As well as making sure Free From products are well-priced for customers, we also understand it’s really important to offer choice when it comes to a Free From diet, to make sure customers never have to feel like they’re missing out on the food they love.”