Accessibility Statement for SuperValu

SuperValu is committed to delivering a website that is accessible to the widest possible audience, in accordance with the European Accessibility Act. This is an accessibility statement from SuperValu for the site

Measures to support accessibility

SuperValu takes the following measures to ensure accessibility of SuperValu:

  • Include accessibility as part of our mission statement.
  • Include accessibility throughout our internal policies.
  • Integrate accessibility into our procurement practices.
  • Appoint an accessibility officer and/or ombudsperson.
  • Provide continual accessibility training for our staff.
  • Assign clear accessibility goals and responsibilities.
  • Employ formal accessibility quality assurance methods.

Conformance status

The Web Content Accessibility Guidelines (WCAG) defines requirements for designers and developers to improve accessibility for people with disabilities. It defines three levels of conformance: Level A, Level AA, and Level AAA. SuperValu is partially conformant with WCAG 2.1 level AA. Partially conformant means that some parts of the content do not fully conform to the accessibility standard.

Additional accessibility considerations

Although our goal is WCAG 2.1 Level AA conformance, we have also applied some Level AAA Success Criteria:

  • Images of text are only used for decorative purposes.
  • Re-authentication after a session expires does not cause loss of data.
  • Some videos have sign language interpretation.


We welcome your feedback on the accessibility of SuperValu. Please let us know if you encounter accessibility barriers on SuperValu:

Compatibility with browsers and assistive technology

SuperValu is designed to be compatible with the following assistive technologies:

  • Google Chrome on desktop or laptop environments with Mac or Windows operating systems

Technical specifications

Accessibility of SuperValu relies on the following technologies to work with the particular combination of web browser and any assistive technologies or plugins installed on your computer:

  • HTML
  • CSS
  • JavaScript

These technologies are relied upon for conformance with the accessibility standards used.

Limitations and alternatives

Despite our best efforts to ensure accessibility of SuperValu, there may be some limitations. Below is a description of known limitations, and potential solutions. Please contact us if you observe an issue not listed below.

Known limitations for SuperValu:

  1. Keyboard Navigation: While our site supports keyboard navigation, we've identified areas, for example our FAQ and help pages, where functionality isn't fully optimized. We're collaborating with our development team to resolve these issues.
  2. Carousels: We recognize that some of our carousels do not offer the ability to pause, which can affect user experience. This limitation stems from their current design and technical implementation. We are exploring improvements and alternatives to enhance usability.
  3. Labels: Certain UI elements lack appropriate labeling due to oversights during the design phase. We are actively integrating label inclusion into our content creation workflow to prevent future oversights. Should you notice missing labels, we encourage you to report them via email so we can make necessary adjustments.
  4. Page Titles: Some pages are missing titles. We're committed to correcting this by incorporating title creation into our content development process. If you come across pages without titles, kindly let us know through our email support.
  5. Header tags: We've observed inconsistencies in the use of H1 tags across some pages. Efforts are underway to standardize the use of header tags in line with best practices. Your feedback on this matter is valuable to us, so please report any discrepancies via email.
  6. Focus order: The focus order on certain pages does not always align with the visual layout, affecting navigational intuitiveness. This issue arose during the design phase and is being addressed as part of our commitment to improving user experience. For any concerns or to report specific issues, please reach out to us by email.

Assessment approach

SuperValu assessed the accessibility of by the following approaches:

  • Self-evaluation
  • Formal complaints


This statement was created on 2 February 2024