Trials include several initiatives aimed at boosting fruit and veg consumption
Fresh produce is set to receive a boost at Asda after the supermarket announced a trial of health-led initiatives across 10 stores.
Asda, which is rolling the trials out over the coming 12 weeks, said it was making the move to reduce barriers to health and encourage customers to make healthier choices.
The initiative will inform the strategy to drive Asda’s health target, which is to improve the average health score of its sales year on year, measured using the government’s Nutrient Profiling Model (NPM). The trials have been shaped by Asda and Nesta, an independent research and innovation charity that has helped to develop the retailer’s health strategy over the past two years.
The trial will gather insights into how different initiatives can incentivise customers into picking up healthier options, the retailer said.
Changes in store will include the introduction of healthier choices bays in snacking aisles, to encourage customers towards alternatives such as higher-fibre and calorie-controlled (under 100 calories) options. Better-for-you choices like dried fruit and nut snacks will also be placed at checkouts.
There will be a focus on how Asda’s lower-price Rollback initiative can positively impact healthier SKUs across snacking, frozen and fresh produce, while incentives to increase fruit and vegetable consumption will include the offer of a free children’s snack box if pre-packaged fruit is purchased, as well as produce vouchers.
Asda said it will also revamp promotional space with a focus on healthier product lines.
Kris Comerford, chief commercial officer for food at Asda, said: “As a responsible retailer, we know that we play an important role in providing accessible, healthy choices that still deliver great value for our customers. With Nesta’s support, this trial will help us understand how to incentivise customers to choose healthier choices, and the positive impact these choices can have on the nation’s health.”
Asda’s move is the latest by a UK supermarket to encourage more fresh produce consumption, and comes after Tesco last week announced plans to boost sales of plant-based products.
