UK retailer Asda has introduced a new personalised online nutritional search tool which assists customers with complex diets and nutritional needs to find the right foods easily.
In partnership with platform and data provider Foodmaestro, the online service boasts 'custom filters', allowing consumers to filter products by diet, lifestyle, or nutritional choices.
Filters include food intolerances and allergies, such as nuts, gluten, and lactose; diets and lifestyles, such as vegetarian, Vegan, and Halal; and nutritional concerns, such as sugar, salt, and fat.
Better Shopping Experience
Phil Wilkinson, senior director online grocery, explained about the new service, "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."
Jaed Khan, CEO of Foodmaestro, commented, "Partnering with Asda to aid shoppers and enhance their digital experience, is just another step in making shopping easier and more rewarding. We are extremely excited to be recognised by Asda as their chosen partner."
The new service launched on Tuesday across Asda Groceries sites and on the latest version of the Asda app.
Foodmaestro is a platform provider, whose service uses clinically verified, evidence-based algorithms to help people find the right food according to their lifestyle, diet, or nutritional needs. The platform was created in partnership with the Kings College and Guy's and St. Thomas' NHS trust.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Karen Henderson. Click subscribe to sign up to ESM: European Supermarket Magazine.
