Asda cuts the price of the gluten free shopping basket

CUTTING THE PRICE OF THE GLUTEN FREE SHOPPING BASKET - ASDA commits to cutting the cost of living for coeliacs - Coeliac shoppers will find savings of 20 per cent1 on their supermarket shopping bill from this week with the introduction of ASDA's first phase of its commitment to lowering the cost of living for coeliacs and those living with a wheat intolerance. ASDA is the first supermarket to link with the charity Coeliac UK to bring down the price of key shopping basket items and to gain endorsement from the leading charity. As well as the gluten free range all ASDA brand products that may not be instantly recognisable as suitable for coeliac sufferers but are in fact naturally gluten free, will carry the Coeliac UK logo from later this year. According to Coeliac UK there are currently 55,000 coeliac sufferers in Britain, plus an estimated one in five2 people suffering from food intolerances. ASDA estimates that its price cuts on gluten free products can save a supermarket shopper of the range more than £2003 over the course of the year, based on an average shopping basket. For example coeliacs can save £1.03 when buying one pack of Sun Start cookies (96p per pack, compared to £1.99 for similar brands at Sainsbury's and Tesco). However the biggest savings to be made are by those currently shopping for gluten free products at Boots; ASDA's gluten free pasta costs just £1.48 for 500g, compared to £7.32 at Boots, Dietary Specialists all purpose gluten free mix costs just £1.88 (250g) at ASDA, almost half the price of exactly the same product at Boots (£6.75 for 500g). ASDA believes that prices have been kept artificially high due to gluten free products historically being available to coeliacs at the price of a prescription, therefore giving retailers and manufacturers the option of charging this higher price for products purchased directly off the shelf. ASDA has promised to deliver every day low prices for all its shoppers by implementing the following measures: · introduction of the range of 20 basket essentials at an average of 25 per cent less than alternatives at other retailers - every product in the range costs less than comparable products elsewhere · phasing in of the Ceoliac UK logo on ASDA brand products throughout the store to enable those suffering from gluten or wheat intolerances to clearly see which products are suitable for their diet · development of an ASDA brand range of gluten free essential products such as bread and pasta4 More/...2 Page 2 Andrew Ladds, Chief Executive of Coeliac UK said: "It's great that ASDA has taken the lead and is really doing something positive to cut the price of basic food items for coeliac and gluten intolerant consumers. We are very pleased to have ASDA on board as the first UK supermarket to adopt the cross grain symbol which is a clear signpost for gluten intolerant consumers, and we feel that they have found the right balance between offering outstanding value combined with food quality." James MacKenzie, manager of the gluten free range at ASDA, said: "We realised that suffers of gluten intolerance were being penalised in their pockets by other retailers and knew that we could offer an alternative. We believe that every ASDA shopper should be able to enjoy long term savings - whatever their dietary needs." ASDA's gluten free products are available at 255 stores nationwide from this week, with a wider range available at Supercentres and larger stores. - ends - For further information on gluten free products at ASDA or to arrange an interview with James MacKenzie please contact Audrey Butler or Jenny Binns at Lee Publicity, Tel 020 7359 2288, Fax 020 7359 4749, Email asda@leepublicity.co.uk Sources: 1. 20 per cent saving based on 18 ASDA lines (£26.12) compared to same or comparable 18 lines stocked in Tesco (£32.72). Price research conducted 23rd July 2002 ASDA Sainsbur Tesco Boots ASDA y's saving per 100g (or per pack) Baker's Delight £1.58 (4 £1.69 21p per blackberry cake bars pack) (4 pack pack) Baker's Delight £1.58 (4 £1.69 21p per chocolate chip cake bars pack) (4 pack pack) Baker's Delight fruit £1.28 £1.49 21p per cake (200g) (200g) pack Dietary Specialists all £1.88 £6.75 59.8p per purpose mix (250g) (500g) 100g Dietary Specialists £1.68 £1.99 31p per brownie mix (340g) (340g) pack Dietary Specialists £1.26 £1.79 £2.84 £1.26p chocolate digestives (200g) (200g) (150g) per 100g Dietary Specialists £2.28 (6 £2.49 £2.49 £2.25 74½p per petit pains pack) (6 pack) (6 (2 roll pack) pack) Dietary Specialists £1.44 £1.69 £1.69 £2.40 £1.44 per vanilla wafers (150g) (150g) (150g) (100g)* 100g Dietary Specialists £1.68 £1.99 £1.99 £6.75 43p per Victoria sponge mix (375g) (3.75g) (375g) (750g) 100g Dietary Specialists £1.68 £1.99 £1.99 £6.75 68p per white bread mix (250g) (250g) (250g) (500g) 100g Kallo puffed rice cereal £1.68 £1.99 £1.99 31p per (225g) (225g) (225g) pack Kallo organic corn cakes 88p (130g) Kallo organic milk 96p (90g) £1.29 33p chocolate rice cakes (90g) Kallo thick sesame rice 78p 89p 89p 11p per cakes (130g) (130g) (130g) pack Sun Start chocolate chip 96p £1.99 £1.99 £2.16 £1.68 per cookies (200g) (120g) (120g) (100g) 100g Sun Start coconut 96p £1.99 £1.99 £1.18 per cookies (200g) (120g) (120g) 100g Sun Start raspberry 96p £1.99 £1.99 £1.18 per cookies (200g) (120g) (120g) 100g Salute fusilli pasta £1.48 £1.69 £1.69 £1.99 50p per (500g) (250g) (250g) (250g) 100g Salute penne pasta £1.48 £1.69 £1.69 £7.32 £1.17 per (500g) (250g) (250g) (500g) 100g Salute spaghetti pasta £1.48 £1.69 £1.69 £7.32 £1.17 per (500g) (250g) (250g) (500g) 100g *orange cream wafers Page 3 2. British Nutrition Foundation (BNF) estimates 20-30 per cent of people in this country claim to be intolerant to certain foods 3. Based on weekly shopping basket from ASDA of cake bars, fruit cake, petit pain, white bread mix, chocolate chip cookies, spaghetti and raspberry cookies (£10.52) when compared to same basket bought at Tesco (£13.83) 4. The ASDA brand gluten free range is currently in development by ASDA's nutritionist Sue Malcolm and should be introduced in store in 2003 Notes to editors': · ASDA is the first UK supermarket to gain Coeliac UK accreditation and to bear the logo on all suitable food packaging · As with all restrictive diets ASDA advises customers to seek advice from their GP before embarking on a gluten free diet · COELIAC FACT FILE About Coeliac Disease What is it? It is a life-long inflammatory condition of the gastrointestinal tract. This is caused by gluten, a protein in wheat, and similar proteins in rye, barley and oats What effect does gluten have on the body? In a coeliac, gluten damages the lining of the small intestine which greatly reduces the ability of the gut to absorb adequate nutrients from food. Wasting can occur, leading to severe illness resembling malnutrition What are the symptoms? Coeliac patients may be acutely and severely ill with weight loss, vomiting and diarrhoea or they may have chronic almost trivial symptoms such as tiredness, lethargy and breathlessness. Usual symptoms would be somewhere between these extremes What is gluten? Gluten is the protein found in wheat. Similar proteins which are toxic to coeliacs are present in rye, barley and oats. Therefore, wheat, rye, barley and oats are all excluded in a gluten-free diet What is naturally gluten-free? Many foods are naturally gluten-free as they do not contain any wheat, rye, barley and oats. For example, all fresh meat, fish, cheese, eggs, milk, fruit and vegetables are gluten-free. However, once such foods are processed or used as ingredients in other foods, great care must be taken to ensure that wheat or other gluten-containing cereals have not been added in the manufacture For further information on gluten free products at ASDA or to arrange an interview with James MacKenzie please contact Audrey Butler or Jenny Binns at Lee Publicity, Tel 020 7359 2288, Fax 020 7359 4749, Email asda@leepublicity.co.uk ------------------------------------------------------------ This information was brought to you by Waymaker http://www.waymaker.net The following files are available for download: http://www.waymaker.net/bitonline/2002/07/25/20020725BIT00570/wkr0001.doc http://www.waymaker.net/bitonline/2002/07/25/20020725BIT00570/wkr0002.pdf

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