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Feed us the facts

Introducing Feed us the Facts: GS1 UK’s campaign calling for greater transparency across the food industry


On 1 October 2021, Natasha’s law will come into effect with the aim to increase transparency within the food industry and protect consumers.

The new legislation will require businesses across England, Wales and Northern Ireland to provide full ingredient lists and allergen labelling on foods packaged for sale on premise.

Our standards deliver trusted data to inform and protect consumers. So, we have launched a campaign which calls on the wider industry to become more accountable for food transparency to protect people and themselves.

Feed us the facts

The food industry must become more accountable

Our new research shows a fifth of Brits believe they have a food allergy yet one in six cannot identify any allergens in common food groups.

We also found, of those who do have an intolerance, social awkwardness means 62% do not feel comfortable asking about allergens and would rather take the risk instead.

Five key stats about food allergies


Brits with allergies

1 in 5 

of Brits believe they have a food allergy - yet

1 in 6

cannot identify ANY allergens in common food groups


What's in our food?

A study of adults found


correctly identified tree nuts as an allergen in pesto and nearly


had no idea milk was the allergen in yoghurt


Suffering in silence


are suffering in silence as they have been unable to get their allergy diagnosed by a medical professional


Socially awkward

Of those who do have a food intolerance, social awkwardness means that when eating out


don't feel comfortable asking about allergens in dishes and would rather 'take the risk' instead





were unaware of Natasha's law coming into effect


agree the ruling is vital to help protect those with allergies consuming food out-of-home

What the future looks like

We believe we can power progress through harnessing our global standards.

These standards are behind products and can be used as a force for good by helping consumers – who feel ill-informed or uncomfortable – to become more knowledgeable and better protected.

We believe in a world where these standards are used universally to unlock richer data through a simple scan of a next generation of barcode – like a QR code or a DataMatrix – which hold significantly more information and can also direct the consumer to further information online.

This includes lifesaving information on the allergens contained in a product; important information on its eco-credentials; and data on the entire product supply chain from farm to fork.


The importance of universal standards

What makes this achievable is that GS1 standards speak to each other.

We envision a future where if a product was recalled because an allergen was not labelled - every individual who purchased that product could be instantly notified; sustainable consumers could immediately see the volume of water used to create each food item; friendly consumers could thank the farmer who picked their fruit; conscientious consumers could view the living conditions of the chickens that laid their eggs.

Feed us the facts

This transparency and traceability can be achieved by using the power of universal standards across the whole of the food industry in order to protect and inform consumers.


For further information or requests for interviews, contact Max Fairhurst,, 07980075191. All campaign assets can be downloaded here.

Find out more about how our standards are powering a safer and more sustainable world