Asda Deploys Electronic Labels and New Fuel Rewards

Asda Stores Limited implemented Vusion electronic shelf-edge labels across 142 Asda Express stores to provide calorie and allergen information for 20 loose bakery items. The rollout ensures compliance with Natasha’s Law, a regulation requiring that food pre-packed for direct sale lists all ingredients and emphasizes the 14 legally recognized allergens. Retail operations manager Tom Clark stated the electronic labels make food information clearer and more accessible, helping customers make safe choices.

Parallel to the labeling update, the retailer introduced a Grocery and Fuel Bonus to its Rewards scheme. Under this new offer, members receive a 5p per litre fuel discount after spending £40 or more in a single in-store transaction. This incentive is available at 321 participating supermarkets and Asda Express stores through July 31, with plans to expand the program beyond August. Chief customer officer Rachel Eyre described the bonus as a step in the company's plans to grow Asda Rewards and provide more value to customers.