Morrisons has launched an own label free-from food range aimed at customers with allergies or special dietary requirements.
The initial range of 14 products includes gluten and wheat-free bread, and pasta free from wheat, gluten, eggs and milk .
A symbol on the front of each pack highlights the free-from criteria met by each product. Allergy advice is given where applicable.
Suzanne Laverack, free- from buyer, said: "Our intention is to provide customers with allergies or special dietary requirements with products they can feel confident about buying, safe in the knowledge they are free from allergens."
Morrisons' free-from range is located in a dedicated store area along with branded ranges such as OK Foods, Dietary Specials and Trufree. It is to extend the own label range shortly.