Poundland head of FMCG trading Glyn Hughes said: “Our pilot scheme showed just how much awareness there is about Free From foods such as dairy-free and gluten-free and how important they are to people with allergies and intolerances.

“They want to be able to buy them as part of their regular shop and now customers at hundreds of our stores will be able to pop them in their basket at Poundland’s amazing prices.”

Shoppers have shared their excitement over the new range and posted about it online.

One wrote: “@Poundland just saw you are rolling out a new ‘free from’ range which I am super excited about.”

Another simply said: “Thank you Poundland.”