UK chain Morrisons has become the latest supermarket to provide a designated food range for customers with allergies or special dietary requirements.
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The grocer is launching an initial range of 14 products – including snacks, bread and pasta – which are free from gluten, wheat, eggs, milk or nuts. A symbol on the front of each pack highlights the ‘free from’ criteria met by each product; and allergy advice is also given.
There is a debate in the industry concerning the best way to display such products in supermarkets – each product adjacent to its conventional equivalent, or all ‘free from’ products together in a special section of the store. In this case, the new range is to be merchandised in a dedicated area of the store, alongside branded counterparts such as OK Foods and Trufree.
There are plans to extend the range in coming months.
