ASDA has rolled out a major change across more than 150 express stores in a move designed to make shopping safer and food information easier to access.
The supermarket has launched Natasha’s Law allergen and calorie information for bakery products on electronic shelf-edge labels across its Express estate.
The update means customers will be able to view clearer allergen and nutritional information alongside bakery items, helping them make more informed purchasing decisions, as reported by What’s The Jam.
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The rollout was hailed as a “proud moment” by Tom Clark, Retail Operations Manager at Asda, who announced the milestone on LinkedIn.
He wrote: “Today marks the successful launch of Natasha’s Law allergen and calorie information for bakery products on Vusion electronic shelf edge labels across over 150 Asda Express stores.”
Clark described the launch as “a significant step forward” in making food information “clearer, more accessible, and compliant” for customers.
He said the new system would help shoppers “make informed and safe choices every day.”
He added: “I’m especially proud to have played a key role in bringing this to life; setting up the templates, ensuring all information is accurate and relevant, and working closely with food safety compliance teams to get everything reviewed and signed off.
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“A fantastic team effort and a great example of how the right technology can enhance both safety and efficient operations.
“On to the next milestone!”
Natasha’s Law came into force across England, Wales, Scotland and Northern Ireland in October 2021.
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The legislation was introduced following the death of 15-year-old Natasha Ednan-Laperouse, who suffered a fatal allergic reaction in 2016 after eating a baguette containing sesame seeds that were not listed on the packaging because of the food labelling rules in place at the time.
The law requires foods that are pre-packed for direct sale to carry a full ingredients list with any of the 14 legally recognised allergens clearly emphasised.
The move was widely welcomed by allergy campaigners and was introduced to help people with food allergies make safer, more informed choices and reduce the risk of potentially fatal allergic reactions.
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