Tesco has launched a new campaign called Better Baskets, which aims to support consumers in making healthier choices when shopping in its stores.
The retailer pointed to research that found that 86% of Tesco’s customers wanted to eat more healthily, with 77% saying they wanted the supermarket’s help to achieve it.
The campaign includes in-store Better Basket zones that will feature foods high in fibre, plant-based options, low and no-alcohol drinks, snacks and treats under 100 calories, and items with reusable, reduced, and recyclable packaging.
Tesco stated that the majority of products highlighted as part of the Better Basket promotion will be at Clubcard Prices, Low Everyday Prices or in its Aldi Price Match scheme to help remove price as a barrier in making better food choices.
The initiative will once again see Tesco join forces with celebrity chef Jamie Oliver, who has created a series of new veg-based recipes.
Alessandra Bellini, Tesco’s Chief Customer Officer, said: “We understand that customers want to make better choices but not have to pay more. Our Better Baskets campaign means there is no compromise. Right now, every little helps.”
The Better Basket campaign will be supported by TV, print and outdoor advertising, along with social media and online activity.
