To mark World Allergy Week which runs from 28 June to 4 July, Tesco has announced it will donate 10p from the sale of every Tesco Free From product to the Natasha Allergy Research Foundation. Proceeds of the campaign will help fund research into allergies.

The Foundation was set up by the parents of Natasha Ednan-Laperouse who tragically died in 2016 after an allergic reaction to sesame in a Pret a Manger baguette.

Last year the Foundation lobbied for a change in the law. Under “Natasha’s Law”, which will come into effect in October 2021, food businesses will have to include full ingredients labelling on prepackaged food.

“We’re the UK’s leading supermarket for free-from products and we’re committed to helping customers with food allergies, or other special dietary needs enjoy the food they want to eat,” said Sarah Bradbury, Tesco group quality director.

In a statement Tanya and Nadim Ednan-Laperouse said: “The number of people suffering allergic reactions is rising year on year at an alarming rate. Scientists don’t yet understand why this is happening and are particularly concerned with the number of young children being diagnosed with severe allergies from an early age. The Foundation is partnering with Tesco Free From to raise vital funds that we can invest in large-scale research projects into both the causes and for a cure.”