Sainsbury’s trials new dedicated aisle for free from food

December 19, 2023

Sainsbury’s is expanding its gluten free product range by introducing a new store format that combines frozen, ambient, and chilled free from products into a single aisle.

Sainsbury’s is expanding its gluten free product range by introducing a new store format that combines frozen, ambient, and chilled free from products into a single aisle. This trial aims to simplify shopping experiences for the gluten free community. We welcome initiatives which make a positive difference for our gluten free community.

Our recent Shopping Habits survey found that 85% of customers said they had to use more than one retail store to fulfil their gluten free food needs. For those needing to switch to gluten free, 82% report that shopping now takes longer.

Christopher Kidd, Director of Commercial Services at Coeliac UK, applauds this initiative:

“We hope that the introduction of integrated free from products displayed in the same area of the store will alleviate some of these challenges and make it easier for the community to find readily available gluten free food, reducing the time spent searching for staple requirements. It is a step in the right direction and we’re very excited to see the results of the trial and reaction from the community.

There is still work to be done to make the shopping experience for those seeking gluten free food seamless and accessible. Coeliac UK would encourage retailers to trial dedicated sections for the complete range of gluten substitute foods, clearly signposted to support an easier and less burdensome shopping experience.”