Change4Life has joined forces with mySupermarket.co.uk for the Sugar Swap campaign, launched by Public Health England to encourage families to cut their sugar intake.
To kickstart the partnership, mySupermarket has created a real-time Sugar Accumulator on its website, using front-of-pack labelling, and has a Change4Life shelf on its site to promote healthier products.
Though the site will not limit purchases, a tracker shows how high in sugar a shop is as customers add items to their basket. Clicking on the tracker identifies high sugar products and the site suggests healthier alternatives. MySupermarket has also marked up lower-sugar items within a category with a Sugar Swap ‘badge’.
“Childhood obesity continues to be an issue in this country, we are all eating too much sugar and the impact this has upon our health is evident,” said PHE deputy marketing director Alexia Clifford.