Morrisons is latching onto the new-year incentive to get healthy, by rolling out a campaign - Eating Smarter - across its stores.
The campaign is designed to encourage Morrisons shoppers to make healthier food choices.
It includes a new customer magazine, Let's Eat Smart, and a corresponding website, www.letseatsmart.co.uk, packed with healthier food ideas, recipes, hints and tips; and the relaunch and extension of Morrisons’ healthier eating brand, Eat Smart, to bring the total range to more than 200 products, with some 30 new products planned for launch in the first quarter.
Morrisons is also improving its in-store and product information, by introducing clearer signage and leaflets to illustrate healthy eating options.
The retailer is adding 5 A DAY labelling across its chilled, produce, grocery and frozen food ranges, as well as extending Guideline Daily Amount (GDA) labelling to all new products and packaging.
Commenting on the initiative, Morrisons marketing director Michael Bates said: “We all want to eat smarter but do not always have the time or knowledge to achieve our goals. Morrisons’ healthier eating campaign has been developed to inform and inspire our customers to help them shop for a balanced diet. The Eat Smart and 5 A DAY-labelled products are easily recognisable as healthier, convenient options within store, helping our customers to make informed choices about the foods they buy and eat.”
Nutritionist Fiona Hunter added: “A good diet is important for health and wellbeing. A healthy and balanced diet can help to maintain a healthy body weight and reduce the risk of heart disease, stroke, diabetes and osteoporosis. Morrisons’ Eat Smart range includes meals that are either calorie controlled or contain less fat or sugar than standard products. The campaign will help customers to make healthier New Year resolutions which are easy to stick to."
Morrisons Eating Smarter campaign will be continued throughout 2007, with plans to issue a second customer magazine later in the year.
