Supermarket enters special diets sector with own label offer

New free from range

Morrisons has launched an own brand Free From food range offering an alternative to customers with allergies or special dietary requirements.

The initial range of 14 products covers snacks, bread and pasta free from gluten, wheat, eggs, milk or nuts. A symbol on the front of each pack clearly highlights the free from criteria met by each product; and allergy advice is also given where applicable.

Suzanne Laverack, free from buyer at Morrisons, said: "Our intention is to provide those of our customers with allergies or special dietary requirements with alternative products they can feel confident about buying, safe in the knowledge they are free from particular allergens."

The range is located in one dedicated area of the store alongside with branded ranges such as OK Foods, Dietary Specials and Trufree. Morrisons is planning range extensions over the next few months.

Packaging for the range features front of pack Guidance Daily Amount (GDA) signposting, providing 'at a glance' information, which helps people make informed choices about the foods they eat.