I have been working very hard over the last few months to bring you a new initiative that I feel you have been wanting and needing for some time.  Finally – Additive Free Easy Shopping!  I have been dying to share this news with you for a LONG time!

Wembley Supa IGA is the first supermarket in Australia to partner with Additive Free Kids and assist consumers in identifying additive free products.

With concerns growing about the negative effects of food additives on kids and the trend for healthier eating habits, this initiative aims to help Western Australian families decipher food labels quickly and easily.

It’s not always easy to identify harmful food additives on product labels. The labels don’t always tell the whole story.

Manufacturers are able to list additives by either name or number, meaning the consumer has to know both to be able to decipher them. Often that isn’t enough either. Clean label ingredients need to be investigated further with the manufacturer to get to the bottom of what the ingredient actually is.

The current labelling laws allow any ingredient constituting less than 5% of the product to be omitted from the label, which makes it very difficult even for the most dedicated consumer.

Additive Free Easy Shopping

Deryck Kippen, co-owner and his team at Wembley Supa IGA believes it important to help parents feed their children healthier food that is free of these harmful additives.

Products that are free of harmful food additives are now flagged on the shelves of the Wembley SUPA IGA with an easily recognisable logo.
Being able to find additive free products without needing to read through the fine print on labels will save our customers a lot of time when shopping.

So far over 7,200 products have been reviewed so far and over 1,400 items identified as additive free in the store.

Can you imagine being able to walk into a store and not needing to worry about reading labels anymore?!

All the hard work has been done for you!

It will be sooooo much easier to vote with your dollar now.

I have LOVED working with the team at Wembley Supa IGA.  They are so passionate about giving back to their community and wanting to go one step further in assisting their customers save a lot of time when shopping.

If the community response is positive, we will look to expand this initiative to another five grocery stores in the group including Canning Bridge IGA and The Good Grocer stores in Applecross, Leederville, Shenton Park and (soon to open) South Perth.

I would LOVE to hear your thoughts on this exciting new announcement!

Comment below 🙂

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