Tesco is lowering the price of a wide range of fruit and vegetables in a move aimed at making healthier choices more affordable.
The supermarket this week launched its Little Helps to Healthier Living campaign, which will run throughout May and include TV and other consumer media advertising encouraging shoppers to switch to healthier options. The 'little swaps' are aimed at directing consumers towards lower sugar, fat or salt alternatives.
As part of the initiative, hundreds of fresh products will see their prices lowered in store and online, including fresh produce favourites such as apples, avocados, bananas and tomatoes. Fresh fruit will also be positioned at checkouts to help boost impulse purchases.
Tesco will also be increasing communication of its Free Fruit for Kids scheme in larger stores, as well as carrying out free in-store health checks in partnership with Diabetes UK and the British Heart Foundation.
On the charitable side, it will be working with its three health charity partners - the British Heart Foundation, Cancer Research UK and Diabetes UK - throughout the campaign. In May, Tesco staff are aiming to move a million miles to support the charities via the Tesco Million Mile Challenge, and Tesco has pledged to match each mile with £1, up to a total donation of £1 million.
UK and Ireland CEO Matt Davies said: “Our Little Helps to Healthier Living campaign marks the first time we’ve brought together such a comprehensive programme of offers and initiatives for both customers and colleagues.
“With millions of customers across the UK shopping with us every week and more than 300,000 colleagues working in our stores, centres and offices, we have a unique opportunity to help people make healthier choices.
“We know there is still more to do, but hope these little helps make a difference, and we will learn from this month to see what really serves our customers better.”
