Asda wins FreeFrom Product of the Year at virtual awards

Asda's winning Plant Based Sweet Potato Falafel Burgers

At the first ever virtual presentation of the FreeFrom Food Awards, Asda was awarded the Product of Year for its Plant Based Sweet Potato Falafel Burgers.

“This is the way forward for freefrom”, the judges said. “An excellent, naturally top 14 free ‘cool and on message’ product. Great ingredients, nutritional profile and fibre levels. Lovely, moist, full of flavour, really hearty, and fantastic range of vegetables.”

This was the first time that a supermarket has won ‘Marble Mo’, the FreeFrom Food Awards trophy, and marked a significantly greater engagement in the free from sector by the major UK retailers.

Awards founder Michelle Berriedale-Johnson said: “A vibrant independent sector is crucial to drive innovation in free from. But, the last month has shown us that we really are a nation of supermarket shoppers and if we want to get freefrom foods to the greatest number of people, we have to do it through the supermarkets.”

Asda were among over 40 gold award winners this year, which included the Venice Bakery, BoojaBooja, Kirsty’s, BFree, Just Love Food Company and Moo Free, along with seven of the major UK retailers.

Tesco once again won Retailer of the Year, and the FreeFrom Heroes for 2020 were the Ednan-Laperouse family and Natasha’s Allergy Research Foundation, for their tireless campaigning on behalf of those with serious food allergies.

For the full list of winners, click here and to watch the presentation, which was run simultaneously with a Zoom networking session, visit: www.freefromfoodawards.co.uk.

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