Implementation of PLAIN ENGLISH ALLERGEN LABELLING
My role: Project Lead and Lead Designer
PROJECT MISSION
To facilitate the seamless adaptation of food businesses to the updated labelling regulations, ensuring compliance with the new allergen declaration standards while offering comprehensive guidance and training to food safety verifiers.
PROBLEM TO SOLVE
In February 2024, a new legislation pertaining to the declaration of allergens on food labels was enforced, enhancing consumer transparency regarding allergen content in food products. Recognising the potential challenges associated with regulatory transitions, our initiative aimed to alleviate the financial burden,
confusion, and stress for businesses. Our strategy focused on proactive engagement, empowering businesses of varied scales and demographics, ranging from large manufacturers with dedicated labelling teams to small retailers dealing with imported goods and language barriers.
WHAT WE DID
Discover / Define Phase
Conducted empathetic interviews with 15 food business proprietors and 8 food safety officers, eliciting insights into their labelling practices, challenges, and apprehensions concerning the regulatory updates. Collated findings to delineate key pain points, requirements, and user preferences.
Design Phase
Identified a prevailing need for enhanced education regarding allergen hazards, which informed the inclusion of explanatory content within our guidance materials. Responded to user preferences by developing a downloadable PDF document supplemented by an accompanying video, designed to convey essential information succinctly without necessitating external research.
Delivery Phase
After iterative testing and refinement, finalised the guidance document and video content, subsequently disseminating them digitally to 22,000 food businesses across the UK. Scheduled a communication campaign for early 2023 to raise awareness of the impending regulatory deadline, with plans for a consumer-focused campaign in early 2024.
