Asda is to launch a range of own label Free From products designed to offer value to people with food allergies and intolerances.
The Asda Free From range, which will initially consist of 40 lines, will be introduced to stores from March.
"The key point of difference for our own label Free From range will be price," said Asda brand manager Jim Coates, who said the market was still brand dominated. "But the range will also be way ahead of the competition in terms of 'no hidden nasties' as all Asda Free From products will meet Asda Brand health policies on salt and fat content and will contain no artificial flavours or colours."
The launch of the range follows the recent expansion of free-from brands in Asda, with the introduction of 165 new lines across pasta, bread, pizza, ready meals, cakes, snacks and beer.