Showing the discounters aren’t just about cheap prices, Lidl has announced that from today it will stock a permanent gluten-free range – with some items going for as little as 79p.
Okay, so it’s still about cheap prices. According to Richard Inglis, senior buying manager at Lidl UK: “We want to ensure that anyone buying gluten-free doesn’t have to face unnecessarily high costs or compromise on product quality. Staying in tune with the changing needs of our customers is a priority whilst providing a wide range of high-quality products that are accessible to everyone.”
So what’s on shelves?
A Lidl of this and a Lidl of that
The free-from goodies include a mixture of branded and own-label products. Nestle’s GoFree Rice Pops (£2.29) and Cornflakes (£1.75) will be stocked alongside Warburtons Gluten Free Sandwich Thins (£1.99) and Mrs Crimbles Macaroons (£1.19).
The really bargain items though are Lidl’s Just Free digestives (£0.95), unsalted rice cakes (£0.79) and spaghetti (£0.99).
All of the big four retailers already have own-label free-from ranges, though at a slightly higher price point. Sainsbury’s Delicious Free From spaghetti, for example, sells for £1.25, as does Tesco’s version.
The release comes after the University of Hertfordshire revealed in January that gluten-free products were on average 159% more expensive than regular products.
Examination of around 1,700 food products also found that – with the exception of crackers – gluten-free food incorporated more fat, salt and sugar than gluten-containing equivalents, prompting the university’s Dr. Angela Madden to call for a rethink of current retailer recipes.