The convenience store sector plays an important role in increasing fruit and vegetable consumption and encouraging healthy eating. Retailers Nisa-Today's, T&S stores, Costcutter and Iceland have all signed up to use the 5 A DAY logo, and are actively promoting the 5 A DAY message.
• Throughout T&S's 560 stores the 5 A DAY logo is being used on all compliant fresh produce and the chain is also making extensive use of the logo at point of sale. So far, over 60,000 units of 5 A DAY collateral have been displayed with the logo featured on header boards, hanging boards, shelf strips and on packaging.
• Nisa-Today's is also using the 5 A DAY logo on around 100 of its products as well across all packaging, point of sale and promotional material relating to its Heritage fruit and veg range. The company also plans to raise awareness of the 5 A DAY message to the trade through its dedicated magazine.
• Costcutter has also recently been granted a licence to use the 5 A DAY logo - point of sale material will be arriving in Costcutter stores across the UK imminently.
• Iceland is now using 5 A DAY point of sale in-store as part of an extensive 'Don't forget the veg mum!' promotion, in association with 5 A DAY. The campaign includes the introduction of the logo and portion indicator on all compliant fresh and frozen veg products, as well as major multi-channel in and out of store support. For a three-week period, Iceland will also be running a 20 per cent off all fresh and frozen vegetables promotion.
The 5 A DAY message is highlighted by point of sale in Iceland stores and over 250,000 dedicated 5 A DAY leaflets will be distributed. A healthy eating section has been created on Iceland's website with a dedicated 5 A DAY area and a link to the 5 A DAY website.
To accompany the promotion, Iceland is also launching an advertising campaign promoting 'Don't forget the veg!' with the 5 A DAY logo, and a media campaign targeting regional radio, women's press and Iceland's in-house magazines -Talking Food and Iceland.
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