Wholesale and retail grocery giant Supervalu has expanded the number of ingredients excluded from its “free-from” products.

Eden Prairie, Minnesota-based Supervalu increased the list by about 40 percent, to 140 ingredients. Sixty five percent of the products in the line are certified organic and many are gluten-free.  

The line, which was launched in 2008, now has more than 600 products that are free from artificial colors and flavors, synthetic ingredients and other undesirable ingredients. More than 80 new products have been added this year.

“Today’s consumers are more ingredient-conscious than ever,” says Bekah Swan, Supervalu’s vice president of private brands. “They increasingly want to know what’s in the foods they eat and the products they use.”