Asda will this week launch a new personalised online nutrition search to help shoppers with special dietary needs.
The retailer has hired tech expert Foodmaestro to roll out a service introducing custom filters to make a raft of diet, lifestyle or nutritional choices.
The function will be available across Asda online groceries from tomorrow (Tuesday) with filters including food allergens and intolerances such as nuts, gluten and lactose, as well as diets and lifestyles including vegetarian, vegan, halal and kosher.
Foodmaestro has also introduced options to sort results by sugar, salt, carbohydrates and fat.
Foodmaestro works with a number of leading organisations including Coeliac UK, The Anaphylaxis Campaign, Kings College London and Guys & St Thomas’ NHS Foundation Trust.
The move by Asda follows Tesco’s rollout of Spoon Guru technology across its mobile and dotcom site, in November last year, also allowing searches for food intolerances and specific diets.
“At Asda, we are constantly striving to make shopping more personal and relevant for our customers,” said Asda senior director of online grocery Phil Wilkinson.
“Our partnership with Foodmaestro will help us deliver an even better shopping experience for customers with specific dietary and nutritional requirements in their household.”
Foodmaestro CEO Jaed Khan added: “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.”