Asda has implemented a significant safety update across 142 of its Express stores, introducing electronic shelf-edge labels that display allergy and ingredient information for its loose bakery range. The change, effective from this week, aims to make shopping safer and more transparent for customers, particularly those with food allergies.
Electronic Labels Enhance Safety
The new electronic shelf-edge labels are being rolled out in Asda Express stores that carry the loose bakery section. These labels provide clear, accessible information on the 20 bakery products, including ingredients and the top 14 allergens, as required by Natasha's Law. The law came into effect in October 2021 following the death of Natasha Ednan-Laperouse, who suffered a fatal allergic reaction to sesame seeds in a Pret a Manger baguette that lacked allergen labeling.
Asda's retail operations manager, Tom Clark, announced the launch on LinkedIn, stating: "I have a proud moment to share. Today marks the successful launch of Natasha’s Law allergen and calorie information for bakery products on Vusion electronic shelf-edge labels across over 140 Asda Express stores. 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."
Compliance and Customer Convenience
The loose bakery section previously lacked packaging that could display ingredient and allergen details. The electronic labels now bridge this gap without requiring customers to scan a QR code. An Asda spokesperson explained: "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. This will help them make informed choices and improve the shopping experience while also supporting our compliance with the requirements of Natasha’s Law."
The Natasha's Foundation has praised the move as closing a dangerous loophole in food safety. By making information instantly visible, Asda aims to prevent allergic reactions and ensure that customers can shop with confidence.
