Asda has rolled out allergen, ingredient and calorie information on electronic shelf-edge labels across 142 of its convenience stores.

The supermarket said the technology would make important product information for loose bakery items clearer and easier to access at the point of purchase.

Customers will be able to view the details directly on the shelf labels without needing to scan a QR code or search for the information elsewhere.

The update covers around 20 bakery products sold across the participating Asda Express stores, with allergen information displayed alongside details including prices, promotions and nutritional content.

Asda said the change would help shoppers make safer and more informed choices while improving the way product information is managed and updated by store teams.

The supermarket wrote on LinkedIn: “Customers can quickly access ingredient and allergen information for bakery products on the shelf-edge label.

“This is another example of how we’re using technology to improve the shopping experience for our customers while also keeping important product information clear and easy to access.”

Asda wholesale and convenience service manager Tom Clark described the launch as a “significant step forward” in making food information clearer, more accessible and compliant.

He said: “What makes this launch especially impactful is the improved efficiency in how we manage and update product information; the ability to stay safe and legally compliant with timely updates and changes; and a simple, clear display for both store colleagues and customers.”

The initiative supports Asda’s work around Natasha’s Law, which requires food prepacked for direct sale to carry a complete ingredients list, with any of the 14 regulated allergens emphasised.

The legislation, which came into force in October 2021, was introduced following the death of 15-year-old Natasha Ednan-Laperouse, who suffered a fatal allergic reaction after eating a baguette containing sesame that was not listed on its packaging.

Loose bakery products do not fall under the same prepacked-for-direct-sale rules, although food businesses are still required to provide allergen information and are encouraged to make it clearly and readily available in writing.

Asda began expanding electronic shelf labels across its Express estate last year, following a trial at its Oxford Road store in Manchester.

The technology allows prices and other product information to be updated digitally, reducing the need for colleagues to replace paper labels manually.

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