Shoppers were challenged to see if they could tell the difference gluten free and non-gluten free Christmas fruit slices at the Tesco superstore in Kensington.
Customers were blindfolded and asked to correctly identify which ones they believed were the Free From slices.
Nearly 75% of customers preferred the taste of the Free From fruit slices, believing them to be the regular Tesco product.
The supermarket said it highlighting how the taste of gluten free products have significantly improved over the last few years.
It comes after research shows that shoppers are set to spend 20% more stocking up on Free From foods this Christmas, with a third of UK households now having at least one allergy or intolerance sufferer.
The research also shows that more than 60% of households have bought Free From foods in the last year, with the number boosted by shoppers changing their diets because of a lifestyle choice.
Shoppers in Kensington who guessed correctly were give a free pack of the slices.