Midcounties Co-op launch advice service for food allergies and intolerance

Midcounties Co-op, UK is launching a service for people who suffer from food allergies and food intolerance, aimed at helping them to get advice and make their shopping easier.

It has launched an in-store campaign focusing on allergy free shopping. Customers who have questions or concerns about allergies and diet can pick up a free guide or visit their website.

Advice on specific allergy concerns is available, including the eight that make up approximately 90% of all food allergies: wheat, peanuts, tree nuts, eggs, cow's milk, soya, fish and shellfish.

For more than 20 years Midcounties Co-op has been campaigning on health related issues, and their introduction of this service is because of their concerns that approximatley 1 in 4 people in the UK will suffer from some form of food allergy in their lifetime.

150 Midcounties Co-op stores will be running this campaign until February 12, after this date information will still be available. Participating stores are in Oxfordshire, Swindon and Gloucestershire, West Midlands, Worcestershire and Shropshire.

Information packs have been produced in conjunction with dietitians from the NHS Primary Care Trust, and will be tailored depending on a customers particular food allergy or intolerance. Lists of all Co-op own brand products that contain ingredients to be avoided will also be provided.

Midcounties Co-op was the number one retailer in the UK in the National Consumer Council Annual Health report (2005) which highlights good practice and support for nutrition and public health goals. It achieved top marks for its nutritional labelling advice, reducing salt content, its customer careline expertise and promotion of 'healthier' foods. For more information check out their website.