Asda has reduced the prices of free-from foods in a bid to make them more accessible.

The retail giant is investing £6.17 million in ‘ensuring customers don’t have to pay more for the food they love’.

According to Asda, it has reduced the price of 62 Free From essentials including pasta, flour, milk alternatives, cereals, and breads among others. For example, its vegan grated cheese went from £2 to £1.40.

‘More affordable at Asda’

In a statement sent to PBN, Rebecca Long, senior buying manager, Free From at Asda said: ‘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.”

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