Northern Ireland symbol operator J&J Haslett is to put healthy eating at the core of its business model as part of a long-term strategy designed to improve the wellbeing of people living in the province.

The initiative will include a new approach to marketing the Mace brand, concentrating on promoting healthier lifestyles using the company's animated promotional family, the Maceys.

Healthy eating will now be a key focus of Mace advertising covering TV, radio, outdoor, press and in-store material.

A new TV ad, Fruit Salad, promoting the group's fresh produce range and championing the 5-a-day message, has begun to air. A second burst is set to be broadcast later in the year, under the theme Rabbit Food.

Another key element of the strategy is a book, called The Maceys Annual School Trip, which Haslett has commissioned and distributed to all of Northern Ireland's 890 primary schools.

It covers healthy eating and the importance of an active lifestyle and was produced in association with the Health Promotion Agency and the FSA.

Haslett is backing up the campaign with a programme of in-store promotional activity for its fresh and healthy food ranges. "We have a responsibility to our customers," said delivered business director Tom Uprichard. "We also recognise they are taking a more active interest in their diet and exercise."

The strategy is not expected to be affected by the wholesaler's imminent acquisition by Irish convenience giant Musgrave Group.

Haslett operates the Mace and XL Stop and Shop symbols in Northern Ireland.