Delighted to read on Sainsbury’s corporate site today that they say:

We commit to… Being the number one choice for customers with allergies or intolerances

and that their new targets are:

  • We will maintain our competitive range and pricing on ‘freefrom’
  • We will provide a comprehensive list of ‘suitable for’ products for customers with special dietary needs, by June 2008

I believe them – I’m already switching back to Sainsbury’s for our gluten free shopping just because they provide the widest range of free-from products all the major supermarkets. And, as I’ve said before, supply the needs of one family member with a special diet, and you get the custom of the whole family.

How about it, Tesco, Waitrose, Asda, Aldi, Morrison’s, Somerfield etc? Planning to compete?