Asda is to roll out 10 “nudge” trial stores to test ideas to encourage healthier baskets.
The move will include the introduction of healthier choices in snacking aisles, with products that are high in fibre and below 100 calories.
The supermarket said the trials, rolling out over the next three months, would also focus on how its Rollback price initiative could be used to positively impact sales of healthier SKUs across snacking, frozen and fresh produce categories.
The trials by the supermarket follow its partnership with nudge body Nesta, which launched in October 2023. A year ago, the retailer also called on suppliers to help Asda tackle obesity by improving the average health score of its sales year on year, based on the government’s nutrient profiling model.
The trial will also include more prominent placing for healthy choices like dried fruits & nuts snacks at checkouts, incentives to increase fruit & vegetable consumption, including the offer of a free children’s snack box if pre-packaged fruit is purchased, as well as produce vouchers.
The participating stores are Canterbury, Ramsgate, Charlton, Woking, Tunbridge Wells, Gillingham Pier, Newton Leys, Brighton Marina, Eastleigh and Southampton.
In March last year, Asda committed to improve the average health score of its sales year on year, with new metrics based on a sales-weighted score, though it stopped short of specific reduction targets.
”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,” said Asda chief commercial officer for food Kris Comerford.
“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.”
Nesta director of healthy life Hugo Harper said: “People want it to be easier to make healthier choices when buying food for themselves and their families.
“Supermarkets play a crucial role in the food we eat – not just in terms of what they stock, but also how food is advertised and promoted.
“Our long-standing partnership with Asda is providing crucial insights into what works for shoppers. Making healthy food as accessible and affordable as possible can go hand in hand with a thriving business and it’s through testing what works with customers that we can deliver this change at scale.”
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