Tesco is stepping up its efforts to support the government in encouraging healthier eating, with a new campaign aimed at helping families consume more fruit and vegetables.
Government figures show fewer than 1 in 10 children and 1 in 5 adults eat the recommended five-a-day. The campaign, running across Tesco stores and online, will incentivise its customers to make healthier choices through gamification, offers, and recipe inspiration.
From today, around 2.5 million customers will be invited to earn personalised Clubcard stamps on fresh fruit and veg, which can be converted into bonus Clubcard points and vouchers to spend in store. Shoppers will also be able to earn extra points through new Clubcard Challenges on frozen fruit and veg, beans and pulses.
Meanwhile, new Clubcard Prices promotions and offers will be available across the summer on fruit, veg and healthy snacks, while a revamped 5-a-day hub on Tesco’s Real Food website will provide recipe ideas.
In addition, from 4th-17th August, children shopping with their families in Tesco stores will be able to pick up free fruit at checkout.
Tesco revealed that over the last 12 months, it has conducted regional health consultations in partnership with the British Nutrition Foundation to understand the hurdles local communities face when it comes to healthy eating. It found inspiration, accessibility and confidence in cooking were among the biggest barriers, especially for families and young people.
Ashwin Prasad, UK CEO at Tesco, said: “We understand that for many, there are barriers that make healthy eating feel hard. We want to help our customers make small changes that amount to big health benefits for themselves and their families. That’s why we’re setting out to make healthy choices easier every day, starting with new offers and support for families in store this summer.
“We’re bringing customers new ways to earn Clubcard points and vouchers as a fun and engaging way to help them towards their five-a-day, on top of new and existing great value offers on healthy staples.”
Health and Social Care Secretary, Wes Streeting, added: “Obesity has doubled since the 1990s and costs our NHS £11bn a year. Unless we curb the rising tide of cost and demand, the NHS risks becoming unsustainable. But we can’t do this alone. The declining health of the nation requires a national mission, working with all parts of our society – from industry to influencers – to reverse the decline and make sure that kids today grow up to be part of the healthiest generation ever. Our brilliant supermarkets already do so much work for our communities and are trying to make their stores healthier, and we want to work with them and other businesses to create a level playing field.
“I’m grateful to Tesco for picking up the mantle and helping tackle this crisis by making it easier and more affordable for families and kids to eat fresh fruit and veg. Our new healthy food standard – a world first announced in our 10 Year Health Plan – will help us make the shift from sickness to prevention through our Plan for Change, making sure the NHS can be there for us when we need it.”
Prasad continued: “The Government’s plans to mandate food businesses to report on healthy food sales and take action to increase them are a positive step. We look forward to working with them on the detail of the Healthy Food Standard and its implementation by all relevant food businesses. We’re committed to playing our part, working with the wider food industry and our health charity partners.”
NAM Implications:
- This says it all:
- Making it easier and more affordable for families and kids to eat fresh fruit and veg.
- And if Tesco manage to generate some demonstrable traction…
- …it could become a pointer for all.
- Fingers crossed…
