Asda lowers prices of free-from products range to match non-vegan rates | Totally Vegan Buzz

Asda lowers prices of free-from products range to match non-vegan rates

Asda lowers prices of free-from products range to match non-vegan rates
Image: Shanae Ennis-Melhado /

Asda has implemented a slew of initiatives including slashing prices of certain essential commodities and launching a sustainability drive to tackle plastic pollution, leading the way for supermarkets in the 21st century.  

Asda has dropped prices on 62 of their Free From products including flour, gluten-free pasta, milk alternatives, and cereals, so that customers are not made to pay a premium for following specific dietary protocols.

The initiative comes after a £6.17m investment, which has prompted the supermarket chain to slash prices up to 78% and pass the benefit on to its shoppers.

Vegans, who’ve almost always paid a premium price for dairy-free alternatives, will also be able to purchase these products at a cheaper rate.  For instance, Asda’s Free From Grated Cheese is now £1.40 down from £2, while their own brand soya milk options have dropped at least 10p per product.

‘More affordable’

Rebecca Long, Senior Buying Manager, Free From at Asda said: “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.”

Sustainability store

In addition, the retailer is also trialing a sustainability store at its outlet in Middleton, Leeds, leading the way for supermarkets in the 21st century.

According to The Guardian, the store will be the first Asda in the UK that has implemented a range of initiatives to help shoppers reduce, reuse and recycle. These include refill stations, unwrapped or paper packaged fruits, vegetables, flowers, and more.

As part of the sustainability drive, 15 large refill stations will be installed, which will allow customers to buy more than 30 household staples including Kellogg’s cereals, PG Tips teabags, Quaker Oats, and Lavazza and Taylors of Harrogate coffee beans loose and without any unnecessary plastic packaging.

A total of 53 fresh produce lines including cauliflowers, mushrooms, apples, cabbages and baby plum tomatoes will also be available in the loose and unwrapped format.

Asda believes these measures will help remove 1m pieces of plastic each year.

‘Important milestone’

Roger Burnley, the CEO of Asda, said: “Today marks an important milestone in our journey as we tackle plastic pollution and help our customers to reduce, reuse and recycle.

“We have always known that we couldn’t go on this journey alone, so it is fantastic to work in tandem with more than 20 of our partners and suppliers who have answered the call to test innovative sustainable solutions with us.”

Share this story to let others know about Asda’s new price drop on its free from range and sustainability initiatives.



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