Tesco has launched what it called an “ambitious nationwide campaign” to try to boost fruit & veg consumption after an alarming slump was revealed in the latest official figures.
A wave of new Clubcard Prices and other offers will be launched across the summer on fruit, veg and other nutritious snacks for children.
Tesco said it was concerned at recent figures showing a sharp fall in veg consumption, particularly among children, with families hit by inflation and the cost of living crisis less likely to hit their 5 a day target.
From 4 to 17 August, children shopping with families in Tesco stores will be able to pick up free fruit at checkout, In addition to the free offer in fruit & veg sections it launched in 2016.
From today, Tesco is also trialling the use of personalised Clubcard stamps on fresh fruit & veg, which can be converted into bonus Clubcard points and vouchers to spend in store. Some four million Clubcard customers are being invited to take part.
Customers will also be able to earn extra points through new Clubcard Challenges on frozen fruit & veg, beans and pulses.
Tesco is also launching a revamped 5 a day hub on its Tesco Real Food website to provide recipe ideas and inspiration.
Tesco’s move follows The Grocer’s revelation last month that the government’s official figures showing consumption of fruit & veg for households in the UK had fallen sharply, with shoppers hit by the cost of living crisis and food inflation
The National Diet & Nutrition Survey showed less than a fifth (17%) of all adults met the recommendation. Children aged between 11 and 18 years old were bottom of the list, consuming on average only 2.8 portions per day.
The supermarket said it had carried out extensive community consultations in partnership with the British Nutrition Foundation to understand the barriers to healthy eating.
“We understand that for many, there are barriers that make healthy eating feel hard,” said Tesco UK CEO Ashwin Prasad.
“We want to help our customers make small changes that amount to big health benefits for themselves and their families. That’s why we’re setting out to make healthy choices easier every day, starting with new offers and support for families in store this summer. We’re bringing customers new ways to earn Clubcard points and vouchers as a fun and engaging way to help them towards their 5 a day, on top of new and existing great-value offers on healthy staples.”
He added: “The government’s plans to mandate food businesses to report on healthy food sales and take action to increase them are a positive step. We look forward to working with them on the detail of the Healthy Food Standard and its implementation by all relevant food businesses. We’re committed to playing our part, working with the wider food industry and our health charity partners.”
Health secretary Wes Streeting welcomed the move.
He said: “Our brilliant supermarkets already do so much work for our communities and are trying to make their stores heathier, and we want to work with them and other businesses to create a level playing field.
“I’m grateful to Tesco for picking up the mantle and helping tackle this crisis by making it easier and more affordable for families and kids to eat fresh fruit & veg. Our new healthy food standard – a world first announced in our 10 Year Health Plan – will help us make the shift from sickness to prevention through our Plan for Change, making sure the NHS can be there for us when we need it.”
Elaine Hindal, CEO of the British Nutrition Foundation, said: “The most recent release of the UK National Diet & Nutrition Survey again underlined the need for urgent action to improve access to healthy and sustainable diets. Delivering the change we need, at pace and at scale, can only be achieved through effective partnership with all stakeholders.
“We are proud of our strong partnership with Tesco which, through the recent series of health consultations, uncovered new and valuable insights that will inform Tesco’s commitment to healthier diets today and for future generations”.
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