Asda has just launched an own-brand free-from loaf, as competition on the fresh free-from market hots up.

Liz Jones, product manager for desserts at Asda, told British Baker that the new line contains only 3% fat compared to around 9% fat content often found in other leading fresh free-from manufacturers’ loaves.

The loaf, which went into stores earlier this month, is being produced exclusively for Asda, revealed Jones. She said that it had gone through the retailer’s Chosen By You process in which hundreds of customers blind-taste-test its products and had received positive feedback regarding its quality and, in particular, its moistness.

She also revealed that the supermarket was looking at developing its own-label mince pies into a free-from format for Christmas 2013.

"We may also look at developing our cake range, in the free-from arena, by using what we’ve learnt on the bread side," she added.