Morrisons is doubling its own-label Free From range in the wake of huge increase in sales over the past year.
It will increase the range to 40 products from next week, taking Morrisons' total free-from offer, including branded, to 132 lines. The move followed a 45.3% rise in year-on-year sales, said buyer Suzanne Laverack.
New products include a £2.29 Multigrain Seeded Loaf, a £1.99 two-pack of Poppy Seed Onion Bagels and a £1.09 sticky toffee pudding.
"We want customers to be able to enjoy those foods that are normally avoided in either wheat, gluten, dairy or egg controlled diets," Laverack added.