Tesco shoppers called to help raise funds for food allergy charity

SHOPPERS in Pembrokeshire are being encouraged to help an in-store fundraising campaign from Monday 22nd to Sunday 28th April to support medical research into food allergies.

For the fifth year running, Tesco is working with The Natasha Allergy Research Foundation, the UK’s food allergy charity, to help raise awareness and support clinical research into food allergies by contributing 10p from every own brand Free From product bought in stores and online, as well as providing customers with the opportunity to round up their shopping at selfservice tills throughout the week.

All money raised will help Natasha’s Foundation to continue its research into reducing the risks of food allergies and further developments into the management of allergies.

In addition to the funds being raised, the campaign aims to increase awareness in Pembrokeshire about the importance of understanding food allergies and clearly highlighting ingredients in food which can cause allergic reactions.

Natasha’s Foundation was founded in 2019 by Tanya and Nadim EdnanLaperouse following the tragic loss of their daughter Natasha who had a fatal allergic reaction to a baguette that contained sesame seeds that were not listed on the packaging.

Tanya EdnanLaperouse OBE, said: “We’re thrilled that Tesco is supporting us for the fifth year running. Allergen awareness is so important, and money raised in previous years has helped to fund clinical research exploring the management of food allergies.”

Oonagh Turnbull, Head of Health Campaigns at Tesco, said: “The work that Natasha’s Foundation has done to date has been fantastic and we are delighted to be able to support this for a fifth year.

“There are now 175 products in our Free From range, from meals and desserts to snacks, all created with great taste but without any of the allergens. We welcome any shoppers in Pembrokeshire to try these products or kindly round up their shopping at the self-service tills to help raise money for a fantastic cause.”

Natasha’s Foundation is committed to raising numerous doctor visits awareness and funds only to be dismissed as for critical food allergy new-mum worries, and I

nd research. But the real felt unheard and alone. impact of the charity’s “The switch from work lies in the lives it can breastmilk to formula was change. a turning point. After initial

Millions of people live acceptance, Jess refused with food allergies in the all feeds for three days. UK and must navigate a When he finally ate, he world where seemingly became violently ill and simple acts, like grabbing struggled to breathe. Calls a quick bite to eat, can to an emergency doctor become fraught with offered little help, and danger. It can affect when he was prescribed anyone, at any age. “thicker milk” it triggered

Billie Hoque, a a terrifying reaction. This commercial manager was his first anaphylactic for a maritime security reaction, and the first time company, from Luton, the doctor diagnosed him has three allergic children as having a severe milk – Jess, aged 7, Jude, 4, protein allergy. and Jayde, three months. “The loneliness

Billie, 35, said: “Food and isolation I felt allergies first entered our from becoming an lives when my son Jess allergy parent were allwas born in February consuming. The family 2017. From birth, Jess and friends who I had was presenting symptoms been closest to, quickly of allergies, yet I didn’t became the ones who know it at the time. His made me feel the most constant discomfort and alone. They didn’t breathing troubles led to understand or seem to take seriously what I was going through.

Billie continued: “Life changed for me in June 2021 when I found The Natasha Allergy Research Foundation. I found a community – parents united by the fight for awareness. Meeting Nadim and Tanya, who lost their daughter Natasha to allergies, laid bare the heartbreaking truth of this condition. Yet, their strength resonated deeply.

“Though every single allergy story and experience shared through Natasha’s Foundation was different, the community all had one thing in common; we understood the fear, the loneliness, and the exhaustion of the continuous battling needed to keep our children alive. This community transformed me. No longer alone, I found strength and inspiration among these incredible people.

“Today, my purpose is clear. With this supportive network and a collective voice, we can raise awareness and fight for a future free from food allergies. This journey not only saved my sons, but it has also saved me too. I’d urge everyone to support the fantastic work of The Natasha Allergy Research Foundation and their goal of making food allergies history through research and raising awareness of food allergies.

“Tesco’s Free From range offers my children a chance to be included in all the tasty treats other children enjoy. Their clear labelling on the front of the packaging is not only helpful to me but is easy enough for my 7-year-old to clearly see that a food is safe for him. This limits the anxiety he has around eating new foods.”