Tesco has pledged to donate 10p from the sale of every one of its Free-From products to the Natasha Allergy Research Foundation, during World Allergy Week (28 June – 4 July). The proceeds of the campaign will help fund research into allergies.
The Foundation was set up by the parents of Natasha Ednan-Laperouse who died in 2016 after an allergic reaction to sesame in a baguette. Its aim is to fund and support allergy research to bring about positive change.
Last year, the Foundation successfully lobbied for a change in the law. Under ‘Natasha’s Law’, which will come into effect in October 2021, all food businesses will have to include full ingredient labelling on pre-packaged food.
Sarah Bradbury, Tesco Group Quality Director, said: “We’re the UK’s leading supermarket for Free From products and we’re committed to helping customers with food allergies, or other special dietary needs, enjoy the food they want to eat.”
Tanya and Nadim Ednan-Laperouse added: “The number of people suffering allergic reactions is rising year-on-year at an alarming rate. Scientists don’t yet understand why this is happening, and are particularly concerned with the number of young children being diagnosed with severe allergies from an early age. The Foundation is partnering with Tesco Free From, to raise vital funds that we can invest in large scale research projects into both the causes, and for a cure.”
Around two million people in the UK have a food allergy, and on average 20 people die each year from food-induced anaphylaxis.
Tesco launched its Free-From range in 2003 and this has now grown to 297 products. The retailer stated that demand for Free-From products is growing by 15% each year, as more and more people are becoming aware of food allergies.
