Website aims to help allergic consumers find specific foods

Monday, 01 December 2008 20:53

A new website due to launch in the UK next year aims to reduce consumer confusion over food labelling and ingredients, and help consumers search for products that meet their specific needs. In particular, it is intended to help people who have allergies, or who are seeking special products like reduced-salt, identify products suitable for them.

According to the architects of the website WhatsMyBrand.com, consumers are confused by the different nutritional labelling systems, bewildered by the various accreditation schemes on offer, and find some of the language used on packaging hard to understand or ambiguous.

They are now inviting food manufacturers to register their product lines on the site, which will go live in January 2009. The website is designed to be a searchable database of information about food and drink products. It is free for consumers to use, to find information about where to buy the products they want.

WhatsMyBrand.com claims to be completely independent, and will not carry any advertising; nor is there any way for a manufacturer to enhance its listing in any way.