Asda has confirmed a major change to 142 of its Express stores following a UK law change, extending Natasha’s Law allergen and calorie information to loose bakery items. The supermarket giant, which competes with Aldi, Lidl, Tesco, Morrisons, Sainsbury’s, and others, will display the details on electronic shelf labels.
Details of the Initiative
Asda will add allergen and calorie information to electronic shelf labels for loose bakery items in 142 Express stores, including branches in Birmingham. The move comes after Natasha’s Law, which came into force in October 2021 across England, Wales, Scotland, and Northern Ireland, requires foods pre-packed for direct sale to carry a full ingredients list with any of the 14 legally recognised allergens clearly emphasised.
“This is a significant step forward in making food information clearer, more accessible, and compliant for our customers, helping them make informed and safe choices every day,” said Asda retail operations manager Tom Clark.
Technology and Compliance
An Asda spokesperson told The Grocer: “Our electronic shelf-edge labels help us to quickly and easily display important product information for our customers. Customers can quickly view ingredient and allergen information for bakery items, helping them make informed choices and improving the shopping experience while also supporting our compliance with the requirements of Natasha’s Law.”
Background of Natasha’s Law
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 due to food labelling rules at the time. The law now mandates clear allergen labelling on pre-packed for direct sale foods.
Clark 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. 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!”
