Asda launches personalised service for complex dietary needs

Date : 14 June 2018

Asda is introducing a new personalised online nutritional search aid to make shopping quicker and easier for customers with complex dietary needs.

The service will launch on Tuesday across the Asda groceries website and app.

Custom filters

The service will have 'custom filters' that will allow shoppers to filter products to match their diet, lifestyle or nutritional choices.

Filters will include those matching food allergens and intolerances, such as gluten and lactose, diets and lifestyles, such as vegan and halal, and reduced options like salt and fat. Shoppers can save and name a combination of filters to reuse on subsequent pages.

Phil Wilkinson, Senior Director of Online Grocery at Asda, commented "At Asda, we are constantly striving to make shopping more personal and relevant for our customers. Our partnership with FoodMaestro will help us deliver an even better shopping experience for customers with specific dietary and nutritional requirements in their household".

Partnership with FoodMaestro

The service is being launched in partnership with FoodMaestro, who have developed an app that makes it easier to find products that match particular dietary profiles.

FoodMaestro work with a number of organisations including Kings College London, The Anaphylaxis Campaign and Coeliac UK to produce evidence-based algorithms that have been clinically verified.

The personal micro store

Asda's service is a great example of the movement towards a personal micro store, a key feature that we have forecasted in our Online Store of the Future report.

We predict online stores will be able to predict shopper missions, displaying only the relevant solutions. When generally browsing, shoppers will only see the products and pack sizes that are likely to meet their needs.

To find out more, read our Online Store of the Future report here.

To hear more from Asda, join us at the IGD Digital Commerce 2018 event where Asda's Senior Merchandising Manager Rob Barlow will be speaking.

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