Asda - Allergen and calorie information for a pain aux raisin is displayed on a digital label at an Asda Express in-store bakery - 2100x1400

Source: Asda

Allergen and calorie information for a pain aux raisin is displayed on a digital label at an Asda Express in-store bakery

Asda has rolled out new digital labelling to make Natasha’s Law allergen and calorie information available for selected in-store bakery (ISB) items.

The initiative has been implemented for around 20 ISB products at 142 Asda Express stores nationwide. Locations were specially chosen due to their loose bakery offering, noted the retailer.

Natasha’s Law on food labelling, introduced in 2011, requires UK food businesses to provide full ingredients lists and allergen information on items that are ‘pre-packed for direct sale’. However, this does not extend to loose items such as unpackaged bread, pastries, and sweet treats at ISB fixtures. Instead, supermarkets are allowed to choose how best to present these details, typically opting for a downloadable PDF from their website.

A spokesperson for Asda said its electronic shelf edge labels – which were first installed at its Express stores last October through a partnership with Vusion – help the retailer to quickly and easily display important product information. “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,” added the spokesperson.

Asda - In-store bakery fixture at an Asda Express store featuring updated electronic signage

Source: Asda

In-store bakery fixture at an Asda Express store featuring updated electronic signage

In a LinkedIn post earlier this week, Asda’s retail operations manager Tom Clark described the initiative as a “significant step forward in making food information clearer, more accessible, and compliant”. He listed four things that makes the launch especially impactful, including:

  • Improved efficiency in how Asda manages and update product information
  • Ability to stay safe and legally compliant with timely updates and changes
  • Simple, clear display for both store colleagues and customers
  • Efficient way of working with little to no resource used in store.

“I’m especially proud to have played a key role in bringing this to life,” said Clark, adding that he’d helped set up the templates, ensure all information is accurate and relevant, and worked 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,” commented Clark.

Last month, a £10m prize fund was unveiled by charity Natasha’s Foundation to help create a future without food allergies. It is aimed at uniting scientific minds to develop preventative solutions to allergies affecting 220 million people worldwide.

Topics