Interested customers should log onto www.waitrose.com/alittlealot in order to register their details to receive the free service. Perfect for busy men and women who want to eat well, Allowance Alert provides a useful reference tool to help shoppers make informed decisions about their daily diets at the touch of a mobile phone button. The first of its kind to be offered in the UK, the new nutritional text service indicates what is considered to be a high and low amount of salt, sugar, fat and saturated fat, per 100g.

Allowance Alert has been launched as part of the broader commitment by Waitrose to provide its customers with nutritional know-how. As the first retailer to adopt the multiple traffic light labeling system recommended by the Food Standards Agency, Waitrose hopes to equip its customers with all the necessary information to enable them to make informed choices for a healthy, balanced diet.

Says Fiona Hall from Waitrose.com, “Our customers have busy lifestyles and want to understand the nutritional content of the food they are buying quickly. We have developed Allowance Alert to respond to this need in conjunction with our own nutritionist, Moira Howie. What quicker way to check you are keeping within the guideline daily amounts than by reaching in to your handbag for your mobile phone!”

For more information visit www.waitrose.com/alittlealot