Asda adds 100 lines to free-from range

A llama biscuit-making kit, mini brioches and tea cakes feature among the 100 new lines that have gone on sale as part of Asda’s Free From range.

Own-label sponge cakes (rsp: £1.20), tortillas (£0.99), gluten-free crackers (£1.99) and bakery items, including unicorn cupcakes and a monkey loaf cake (rsp: £2.50), are among the new products that have made their debut.

Well-known brands including Warburtons (gluten-free wraps), Nairn’s (gluten-free flatbread) and Schar (waffles, crispbread, wafers and mini crackers) also appear in the extended free-from selection.

The move has coincided with Asda rolling back the price of 16 free-from lines, including its own-label white rolls which - at £1.50 - are now 45p cheaper, and its brown, white and seeded loaves, which were previously £1.84 and now retail for £1.50. 

“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,” said Lizzy Massey, vice president of Asda Own Brand.

“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.”

In April, discounter Lidl announced the launch of its first permanent free-from range.

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