Asda has announced a trial of a number of health-led initiatives across 10 stores, as the retailer sets out to reduce barriers to health and encourage customers to make healthier choices.
Rolling into stores over the next 12 weeks, the trials have been shaped by Asda and Nesta, an independent research and innovation charity which has helped to develop Asda’s health strategy over the past two years.
The trials will inform the strategy to drive Asda’s health target, which is to improve the average health score of its sales year on year, measured using the Government’s Nutrient Profiling Model (NPM),
The trial will gather insights into how different initiatives can incentivise customers into picking-up healthier options. The wide-ranging changes to store will include:
- The introduction of healthier choices bays in snacking aisles, to encourage customers towards alternatives such as higher-fibre and calorie-controlled (under 100 calories) options
- A focus on how Rollback – Asda’s initiative to cut prices to a lower Asda Price – can positively impact healthier SKUs across snacking, frozen and fresh produce
- Trialling better-for-you choices like dried fruits & nuts snacks at checkouts
- Incentives to increase fruit and vegetable consumption, including the offer of a free children’s snack box if pre-packaged fruit is purchased, as well as produce vouchers.
- Utilising promotional space with a focus on healthier product lines
Kris Comerford, chief commercial officer for Food at Asda, said: “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.
“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.”
Hugo Harper, director of healthy life at Nesta, 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.”
Asda has selected a range of superstores, supermarkets and supercentres to take part in the trial. Stores include Canterbury Superstore, Ramsgate Supermarket, Charlton Superstore, Woking Superstore, Tunbridge Wells Superstore, Gillingham Pier Superstore, Newton Leys Supermarket, Brighton Marina Superstore, Eastleigh Supercentre and Southampton Superstore.
