Morrisons is set to advertise its free-from products for the first time as it launches the next phase of its Morrisons Makes It campaign today.

The retailer said it has been listening to customers about the changes they would like to see in their shopping trip and has doubled the free-from range by adding more than 200 new lines.

The advert features a young boy asking his grandmother what he can eat at a family tea party. She replies: “Anything on a green plate.” When he then looks at the table, all the food has been served on green plates.

The boy then helps his grandmother “clear the plates” with a Lovemore Decorate Your Own Celebration Cake featuring. The ad ends with the word ‘Belonging’ while Will Young’s Joy plays in the background.

It will be shown during Good Morning Britain and later in the day will feature during Coronation Street on ITV. 

“Customers told us they wanted more free-from foods. As a result we’ve increased the range to include more core staples and on-the-go snacks,” said Morrisons free-from buyer Stefanie Downey. “This advert shows customers we now have a greater choice of gluten, dairy and wheat-free products in their local store.”