Asda and Tesco have ramped up their free-from offers to tap strong growth in the category.
Asda has rolled out 98 new products as part of a major revamp of its free-from range. As well as lines from brands including Amy’s Kitchen, BFree and Heinz, it has added 27 new own-label products including cornflakes and white sauce.
The retailer has also brought all its own-label free-from products under the Chosen by You banner and refreshed the packaging with a purple colour also being used on PoS material.
More space had been given over to free-from in the frozen aisle, and the retailer had relaunched its online free-from web shop, said buyer Hannah Thirkill. “Free-from customers tell us they want a wide range of quality products and to be able to find them easily in store. We’ve tried to address this,” she added.
Meanwhile, Tesco is this week rolling out five SKUs from Warburtons’ gluten and wheat-free Newburn Bakehouse brand to 1,500 Express stores. The products will be sited on a new dedicated shelf within the main bakery fixture.
The move follows 28% growth in the free-from bakery market [Nielsen 52 w/e 22 June 2013].