OPEN LETTER TO UK SUPERMARKETS
Give Consumers a Choice: Create Folic-Acid-Free Shelf Areas
To the Chief Executives and Buying Directors of UK Supermarkets
Dear Sir or Madam,
We are calling on UK supermarkets to take a practical, achievable step to improve consumer choice: introduce clearly signposted shelf areas for products made without added folic acid, alongside an equivalent category for online shoppers.
Why this matters now
From 13 December 2026, UK regulations will require folic acid to be added to non-wholemeal common wheat flour, subject to specified exemptions and transitional arrangements.
The Government’s stated aim is to reduce neural tube defects in babies by improving folate status among women of childbearing age. We recognise the importance of this public-health objective.
However, consumers have differing dietary requirements, preferences and concerns. Finding products without added folic acid can require checking ingredient lists across multiple aisles and navigating a growing range of fortified foods.
For some consumers, being able to identify suitable products is particularly important. Others simply want greater transparency and the ability to make informed decisions about what they buy.
We believe that improving consumer choice and supporting public health need not be mutually exclusive.
A substantial public debate
A parliamentary petition created by Dr Clare Craig, entitled End the mandatory fortification of white flour with folic acid immediately, has attracted 117,623 signatures, according to the figure checked on 20 October 2026.
The petition calls on the Government to reconsider mandatory fortification. It is due to close on 8 December 2026 and has passed the 100,000-signature threshold for consideration for debate in Parliament.
While that petition addresses government policy, our request to supermarkets is separate and practical. Retailers do not need to oppose fortification or take a position on the legislation to improve the choices available to their customers.
The petition can be read here:
Our request to supermarkets
We call on your organisation to:
1. Introduce clearly signposted shelf areas
Create dedicated areas where customers can readily find products verified to contain no added folic acid. Product selection and signage should be based on accurate ingredient information and appropriate checks.
2. Provide an equivalent online category
Make qualifying products easy to find through your website or app, so online shoppers have the same opportunity to exercise informed choice.
3. Make the change practical and accessible
Use clear, factual signage and product information so customers can identify relevant products without having to search aisle after aisle or examine every individual label.
4. Confirm your position
Tell your customers whether your organisation will introduce this initiative and, if so, how you intend to implement it.
We recognise that retailers must consider product availability, supplier information, food labelling requirements and practical merchandising. A carefully defined shelf area, supported by accurate product checks, offers a straightforward starting point.
An opportunity for retail leadership
Supermarkets have the ability to make a meaningful difference through the way products are organised and presented.
A dedicated shelf area would demonstrate responsiveness to customer concerns, improve the shopping experience for people seeking products without added folic acid, and establish a practical approach that other retailers could follow.
This is not a request to remove fortified products from sale. It is a request to make alternatives easier to identify.
Nor are we asking supermarkets to determine government policy. We are asking them to recognise that consumer choice can be supported through a relatively simple change to product presentation.
The action we are asking you to take
Please confirm whether your organisation will commit to introducing clearly signposted shelf areas for products made without added folic acid, with an equivalent online category.
We invite supermarkets to take the lead in demonstrating that consumer choice, transparency and practical retail innovation can work alongside public-health policy.
The principle is simple:
Give consumers a choice. Make that choice visible.
We look forward to your response.
Yours faithfully,
The Folic-Acid-Free Shelf Campaign
On behalf of consumers seeking greater transparency and choice in food shopping.