Tesco is offering free fruit for kids, cheaper fresh products, and free diabetes and heart health checks in store as part of its new campaign “Little Helps to Healthier Living” (LHHE). Launched the first week of May and dedicated to encouraging people to eat better and make healthier choices.
The campaign aims to level the price difference between fresh, frozen and ready meals; and to bring more information about its content of salt, sugar and fat so that people can have a broader, cheaper variety to choose from, detailed a Tesco´s press release.
“It is impossible to buy everything fresh or to cook from scratch every week. I struggle to feed my family because good food is expensive, and when you see the prices of frozen or other cheaper things you don´t hesitate, you go for the cheapest. So anything that makes fresh food cheaper seems good to me”, said single dad Simon Platt, 44 years old, from Byfleet, Surrey.
Matt Davies, Tesco´s CEO for UK and ROI, hopes that this experiment produces results that make the chain measure “what really serves our customers better.” He admits that “there is still more to do, but hope this little help will make a difference… we will learn from this month (May).” The company has said that the campaign comes as a result of customers´ financial inability to afford fresh produce or healthier products.
The supermarket prides itself of having removed “over 8,000 tons of sugar, fat and salt” in the reformulation of 2,000 own brand products such as ready meals, dairy and cereals.
Also, for this campaign, the supermarket chain is in partnership with Diabetes UK, British Heart Foundation, and Cancer Research UK to offer free blood pressure check-ups and diabetes risk assessments across 375 Tesco pharmacies. Also, they plan to raise up to £1 million in donations through “Tesco Million Mile Challenge”, where Tesco´s employees will try to “move a million miles” to support the charities and the company will match with £1 every mile that is covered.
LHHE also functions as an umbrella to the relaunched Tesco´s 2016 campaign “Free fruit for kids in store”, which wants to reduce children´s sweet consumption and promote healthy habits while their parents shop. It started last year as a pilot campaign in only 800 Tesco stores in Scotland, and this year is going to be rolled out across the 3000 supermarket stores nationwide.
Since 2014, Tesco has been taking steps to promote health and reduce sugar intake in general by removing “sweets and chocolates from its checkouts, across all store formats, including smaller convenience stores”. In 2015, it also announced the elimination of “sugar added” from all the soft drinks it sells for children’s lunchboxes, reported the company.
By Yoaimaruc Garcia.
Is #Tesco going #bananas?
WILL MORE PEOPLE BUY FRESH FOOD IF IT IS CHEAPER? #HEALTH #CAMPAIGN #HealthyEating