Asda has invested £6.17m lowering the prices of essential food in its Free From range.
The retailer has cut the cost of 62 Free From staples including pasta, flour, milk alternatives, cereals and breads among others. Asda stated that the move means customers who have a dietary requirement or buy the lines for lifestyle reasons will not have to pay more than the equivalent non Free From option.
Examples of the cuts include a 78% decrease in the price of Free From Flour (was £1.50, now 33p), a 67% cut on Free From Frosted Flakes (was £1.80 now 59p) and 53% reduction on Free From Bread (was £1.93 now 89p).
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.”
The move comes just weeks after Asda become the first supermarket in the UK to launch a vegan destination in store entirely dedicated to plant-based products.
NAM Implications:
- Same as other retailers, only cheaper (75% cheaper)…
- …has to resonate with ‘free from’ shoppers…
- …and probably triggering the ‘tell a friend’ mechanism:
- ‘Please me and I tell one friend, disappoint me and I tell 10…’
- And that without the multiplier effect of social media.
- A no-brainer!
