TESCO is to put stickers displaying safety advice on all its Stand Up Paddleboards following the death of a young woman in the River Conwy estuary.
Senior coroner John Gittins wrote to the multinational retailer and the Government with his safety concerns after Emma Powell died after buying an inflatable paddleboard from Tesco in Llandudno Junction.
The 24-year-old, of Llandudno, a former Ysgol Eirias pupil, was pronounced dead at Ysbyty Gwynedd in Bangor on July 15 2022 after getting into difficulty in waters off Conwy Morfa.
Tesco have confirmed they will now display British Canoeing's SUP infographic as a safety sticker on all their Stand Up Paddleboards.
The stickers also features a QR code linked to the 'Go Paddling' website so further information can be obtained.
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British Canoeing labelled the action, taken by Tesco, as a "crucial step".
Ashley Metcalfe, Chief Executive at British Canoeing said: “Provision of safety information and resources by retailers, manufacturers, and suppliers at the point of sale is key to raising awareness of safety among new and novice paddlers.
“Tragically over the past couple of years there have been several fatalities involving new and novice paddlers.
“Following this, the Senior Coroner expressed his concerns over the absence of safety information at the point of sale among retailers, and specifically referred to British Canoeing's SUP leash infographic as guidance.
“In light of this we have been approached by several large retailers who were keen to use our safety guidance to inform their customers.”
Emma was a waitress at The Gresham in Llandudno.
On the day of the tragedy, Emma and her cousin Amber Powell purchased a paddleboard each from Tesco in Llandudno Junction.
Excited, the young women headed to Conwy Morfa beach.
Initally the women could be heard "laughing and joking" but then jovialness turned into Amber screaming for help, indicating something terrible had gone wrong.
The inquest in Ruthin, on December 8, heard that neither of Emma or Amber were wearing life jackets. They had safety leashes attached to their ankles.
Emma crashed into the side of the jetty, followed by Amber.
There was a multi-agency emergency response to the incident.
Conwy Lifeboat volunteers Steve Tustin and his son Ryan found Emma submerged in the water.
Despite valiant efforts from emergency responders, Emma was pronounced deceased at the hospital at 12.25am on July 15.
A conclusion of accidental death was recorded.
Mr Gittins said at the inquest that he had dual concerns; educating paddleboarders properly and whether further guidance should be given by retailers selling paddle boards in regards to lifejackets and safety leashes.
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He said he did not want to "single out" Llandudno Junction Tesco.
"This is a national consideration," he said.
The coroner said he would writing to Tesco and the Government with his concerns.
British Canoeing is expecting other major supermarkets to follow suit with their safety messaging.
British Canoeing has been formally recognised as a National Governing Body for Stand Up Paddleboarding after receiving confirmation from Sport England.
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