Asda has linked up with tech firm Foodmaestro to introduce a new online nutritional search aid that supports customers with complex dietary needs.

The new service, that launched on Asda’s online grocery website and app today, introduces ‘custom filters’ which it claims make the shopping experience for customers easier by allowing them to filter products identified as matching their diet, lifestyle or nutritional choices.

Shoppers are now able to select from filters matching several food allergens and intolerances including Nuts, Gluten and Lactose, as well as diets and lifestyles including Vegetarian, Vegan, Halal and Kosher. Options to sort results by sugar, salt, carbohydrates and fat have also been introduced.

Phil Wilkinson, Senior Director Online Grocery, commented: “At Asda, we are constantly striving to make shopping more personal and relevant for our customers. Our partnership with Foodmaestro will help us deliver an even better shopping experience for customers with specific dietary and nutritional requirements in their household.”

Jaed Khan, CEO Foodmaestro, 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.”

Foodmaestro, which has developed a platform that combines label information with health and wellness data, already works with a number of leading organisations including Coeliac UK, The Anaphylaxis Campaign, Kings College London and Guys & St Thomas’ NHS Foundation Trust.

A similar service was introduced by Tesco last November via a tie-up with Spoon Guru.