December 3, 2020

Asda wins FreeFrom Product of the Year at virtual FreeFrom Food Awards presentation

At the first ever virtual presentation of the FreeFrom Food Awards, Asda was awarded the Product of Year for their 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 treasured FreeFrom Food Awards trophy and marked a significantly greater engagement in the freefrom sector by the major retailers. As awards founder, Michelle Berriedale-Johnson, said: “A vibrant independent sector is crucial to drive innovation in freefrom. 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 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 check in to the awards website here.

To watch the presentation, which was run simultaneously with a Zoom networking session go to