Sainsbury’s has created a new store format with a dedicated ‘free-from’ aisle to showcase its range of gluten-free products.
The aisle will be expanded to 20 stores initially and will be accompanied by new signage and displays. It will feature a range of Sainsbury’s own label and branded products across fresh, ambient and chilled.
It will also stock gluten-free beers, free-from ingredients lines and snacks, according to The Grocer.
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“We’re passionate about providing ‘Good food for all of us’, whatever our customers’ budgets, tastes or dietary requirements,” a Sainsbury’s spokesman told the publication.
“That’s why we’re currently trialling a change in some Sainsbury’s stores to bring all the free-from products we sell together in one location in-store.
“Whether customers are looking for delicious chilled products, frozen food or cupboard essentials, the aim is to make it as easy and convenient as possible for them to find a great selection that excludes specific allergens according to their needs or preferences.”
The new expansion is the latest in a series of format trials introduced by Sainsbury’s as part of its aim to enhance its customer offer and in-store experience.
It follows supermarket rivals M&S and Morrisons also launching dedicated free-from range areas, rather than dispersing the products throughout the store.
