To make things easier for customers in Sweden, ICA products are clearly labelled and the stores have clear signs showing where allergy-friendly products can be found. Recipes on ICA.se have tips for how they can be adapted for allergy sufferers. Also to support customers with allergies there are cards and brochures on various allergies. Printed versions are distributed and the information is also available online.

In Sweden products free from sensitive ingredients like gluten, dairy, eggs, nuts and soy are labelled “Fri från”/“Fri for” (Free from). In 2013 ICA Sweden was the first in the market to launch gluten-free private label products in its food cupboard range. The Swedish Coeliac Society has been calling for this to happen for a number of years. By offering more products to choose from at attractive prices, ICA can make life easier and more inspiring for those with a gluten intolerance.

ICA’s nutritionist and Senior Health Manager in Sweden has won an award from the Swedish Coeliac Youth Society (SCUF) for her work on ICA’s range of gluten-free and lactose-free products.