Asda makes free-from products more accessible by lowering prices

Read Time:   |  16th October 2020

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Through a £6.17m investment, Asda is ensuring their customers with dietary requirements don’t have to pay more for the food they love by lowering the prices of Free From essentials.


Supermarket giant Asda has slashed the prices by up to 78% on 62 of their Free From products through a £6.17m investment. This means that vegans and customers with dietary requirements no longer need to pay more for essential food products, simply for having these requirements.

Vegans are used to having to pay a premium price for dairy-free alternatives. However, the new price cuts mean that Asda’s Free From Grated Cheese is now £1.40, which is actually cheaper than their dairy counterparts. Similarly, Asda’s own-brand soya milk has dropped to 85p.

Rebecca Long, Senior Buying Manager, Free From at Asda told Vegan Food and Living: “With more people than ever buying Free From foods, we’re pleased we can help make these more affordable by lowering our prices, matching the prices of selected lines gram for gram against the non-Free From equivalent.

“We believe there should be no reason for our customers to pay more for food if they have an intolerance and want to ensure our customers can get everything they need under one roof, regardless of dietary requirements or lifestyle choice.”

The revolutionary news comes shortly after the announcement of an entirely vegan ambient aisle in Asda, demonstrating the supermarket’s seemingly genuine commitment to making veganism more accessible.

This move will hopefully tempt other retailers to drop their free from prices too, as customers will ask why, if they’re not paying a premium at Asda, they should be doing so in Tesco.

Asda is leading the way for supermarkets in the 21st century, and we can’t wait to hear what they’ll do next.

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Vegan Food & Living

Vegan Food & Living is a magazine dedicated to celebrating the vegan lifestyle. Every issue is packed with 75 tasty recipes, plus informative features.

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