Overview
- Asda rolled out ingredient, allergen and calorie details for 20 loose bakery items on Vusion electronic shelf-edge labels in 142 Asda Express stores, a change the company announced on Wednesday.
- The labels put full ingredient lists and the 14 highlighted allergens next to loose products so customers can view the information without scanning QR codes.
- Tom Clark, Asda’s retail operations manager, publicised the launch on LinkedIn and said the rollout was a team effort that used standardised templates and food-safety sign-off.
- Asda says the move is meant to satisfy Natasha’s Law, which requires foods pre-packed for direct sale to carry full ingredients and emphasised allergens, and to make on-shelf information faster and more accessible.
- The change follows the law introduced after Natasha Ednan-Laperouse’s 2016 death and adds to earlier retailer fixes such as on-pack labels and QR codes, a shift that could push wider use of digital shelf technology for allergen transparency.