1. Communication
With Customers
Allergen Control
Information
Moira Howie
Nutrition Manager

2. Guiding customers through the
changes

3. Allergens and the ingredient list
• FIC requires the allergenic ingredients to
be clearly highlighted in the ingredients list
• Many ways to do this [bold, italics, colour].
• UK retailers have agreed on bold
wheat flour becomes wheat flour
semi-skimmed milk becomes semi-skimmed milk
butter becomes butter (milk)

4. The allergen box
• No longer able to repeat allergens in a
summary box on the back of pack

5. A Fresh New Look

6. Brands may do things differently
May contain statements not included in the regulation
– YET!
Barley malt extract has an exemption

7. Helping Our Customers
• We can’t put allergen
specialists in every
store
• But we can support
customers to choose
products for their
dietary needs
• And we can be clear
on communication

8. Pointing Customers In the Right
Direction with Shelf Edge Tickets

9. Dedicated Ranges – Free From
• Manufactured in a factory where there are
no gluten containing ingredients –
checked before dispatch

10. • We offer a number of dietary lists free from
particular allergens. These include:
– Suitable for those avoiding….
• Gluten
• Nuts
• Milk
• Soya
– Low salt
– Suitable for diabetics
– Suitable for vegetarians/vegans
Helping people to shop

11. Waitrose.com/specialdiets
•Popular lists available
to download
•Print at home prior to
shopping

12. Product Information and Filters
Customers with special
diets can use filters to
make sure that they are
only shown foods that are
suitable for them
Select here

13. Product Information
Allergen and
nutrition
information for
our Own Label
Foods is
available on
Waitrose.com
FIR affects information online as well as on pack

14. Check That Label – Recipes Do
Change

15. Challenges

16. Withdrawal & Recalls
Withdrawal
• Internal communication
• Take products off sale
Recall
• External communication
• Take products off sale
• Notify FSA
• Alert 3rd
Parties
• Inform ‘known’ individuals
• Recall notice in branch
• Recall notice in press

17. The Important Stuff!
• Where will this information appear
• Clear product title - a picture is helpful
• Relevant Date codes
• Which customers might be affected
• What you are asking customers to do
• Contact number
• Own label vs. Brand

18. Helping Our Customers
• We can’t put allergen
specialists in every
store
• But we must be clear
on communication

19. Branch Shelf Edge Tickets

20. Branded Recall
Same process
BUT
Lindt customer service
number

21. Communication Channels

22. Our Business Grows
• Cafes and Hospitality
• Counters
• On line
• Waitrose Deliver

23. Resources
• FSA Allergy pages online and a
new customer leaflet
• Specific information on allergens
• Trusted by customer
• Relevant and up to date
• Can help with awareness & training
• Anaphylaxis Campaign
• Other self help organisations
• Coeliac UK

24. Thank you
nutrition@waitrose.co.uk
moira_howie@waitrose.co.uk