Six products from chilled gluten-free brand NO.G will be launched in up to 245 stores Asda this week.
The launch will be backed with an introductory price of £2 and a promotional tour of selected stores across the country.
The custom built NO.G van – a converted 1957 2CV horsebox – will visit a number of stores giving out free samples to customers as well as more information on the brand.
The NO.G range includes pies (chicken, bacon and leek, steak and ale, vegetable), Quiche Lorraine, cheese and onion quiche and crustless garden veg and Feta quiche.
NO.G – certified gluten free by Coeliac UK – was launched in April 2014 by Nottingham-based Riverside Bakery. The range is also stocked by Ocado and Sainsbury’s.
NO.G brand manager Sam Benjamin said: “More and more people are looking for interesting and delicious free from products. Customers love the high quality and great taste of our products and the fact that you don’t have to be a coeliac to enjoy them.”