PROMOTING SUSTAINABILITY & HEALTHY LIFESTYLES
Food retailers and wholesalers work closely with their suppliers to meet changing consumer demand. We grow the market for sustainable and healthy food, most notably through our private label products. We are leading the way in providing nutritional information to consumers and introducing product reformulation and are very active in informing consumers and nudging them towards a wide range of more healthy and sustainable products. We are frontrunners in providing tailored information and using digital technology to inform consumers in ways which suit their interests and lifestyles.
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Delhaize makes healthy foods more affordable with SuperPlus program
Delhaize is reinforcing its ambition to be the most affordable supermarket in Belgium for anyone who wants to eat more healthily with a revolutionary new loyalty program that supports both a balanced diet and customers’ purchasing power. The new “Superplus Card” will give customers automatic savings of 5% to 15% on more than 5,000 products with a Nutri-Score of A or B. Delhaize is giving a clear sign to help customers develop healthier eating habits through a more balanced diet. It is one of a wide range of initiatives Ahold Delhaize brands are offering to bring to life healthy and sustainable strategy by encouraging and rewarding customers for making healthy choices.
Promoting healthy nutrition
Kaufland and Lidl initiate and support projects around the world which make children aware of making responsible food choices. Lidl is working with nutritionists to encourage children to prepare healthy dishes. Roughly 200 elementary school classes across Germany were sensitized in this way in the 2019/20 school year alone, with a total of 15,000 students over the past three years. The concept was also implemented in a similar form in Italy, Greece, Cyprus, and Spain. Kaufland provides schools and day care centers throughout Europe with fresh fruit and vegetables. In Germany, more than 4,000 children in the greater Heilbronn area benefiting from a healthier, more varied diet since 2010. In Croatia 19,000 schoolchildren received a total of 94 tons of fruit and vegetables in the 2019/20 school year.
Tesco unveils new partnership to deliver Little Helps for healthier living
Three of the UK’s leading health charities have come together with the UK’s leading food retailer to help tackle the nation’s biggest health challenges. “Little Helps for healthier living”, brings together the skills and expertise of the British Heart Foundation, Cancer Research UK, Diabetes UK and Tesco to help lower the risk of heart and circulatory disease, cancer and Type 2 diabetes. The four organisations will work together to help millions of UK shoppers by removing barriers to healthier habits. The partnership will help to encourage and support sustainable, measurable changes in behaviour through a series of targeted activities and campaigns.
Sonae's partnerships promoting healthy eating
Soane is committed to broadening the range of healthy products and services it has have on offer. The retailer has developed several partnerships with different entities, each with a specific focus and special labelling to promote healthy eating and improve its own-brand food range. These partnerships include: (i) Portuguese Cardiology Foundation – on products with cardiovascular benefits; (ii) Portuguese Diabetic Association – on ideal portions and products with a positive impact on glycemia; (iii) Portuguese Celiac Association – identifying gluten-free products with the association’s logo; (iv) creation of a Scientific Council of the Producers’ Club in order to promote innovative trends to farmers and (v) creation of the Producers’ Academia Club, which aims to help producers become more specialised and knowledgeable.
The plant ball - A more sustainable alternative to the iconic IKEA meatball
The plant ball, with a climate footprint of only 4% of the ingredients of the classic meatball, has been created with one main purpose – to recreate the meatball without meat. With ingredients like pea protein, oats, apples, and potatoes IKEA has worked hard to recreate this well-known classic IKEA product to be a more sustainable option for the many without compromising on the taste and the texture. IKEA sells more than one billion meatballs every year. If the retailer were to convert about 20% of meatball sales to plant balls that would mean around 8% of the climate footprint of the IKEA food business.
Mercadona joins forces with consumer associations to promote healthier lifestyles
Mercadona, together with five important consumer confederations and associations in Spain, have developed a common platform called "Mesa de Participación" (Table of participation) which collaborates with the Spanish Agency for Consumption, Food Safety and Nutrition. Mercadona has developed a survey of more than 50 questions for consumers to learn more about trends and other factors that influence shopping, labelling and healthy lifestyle. This survey and the work of this platform, which also publishes articles and research about healthy eating, helps Mercadona learn more about consumer habits and to educate the consumer about healthy products.
“You are Sugar”- REWE Group campaign lets consumers vote on sugar reduction in own brand product
Next to the reformulation of its own brand products via dedicated roadmaps, REWE Group places a focus on raising consumer awareness. During the REWE campaign #DuBistZucker („You are Sugar“) consumers were directly involved in the reformulation process. Consumers could test the „REWE Deine Wahl“ chocolate pudding in 4 different varieties (original recipe, 20% sugar reduction, 30% sugar reduction and 40% sugar reduction) and vote online, which version REWE should market. Over 4 weeks, 100.000 people voted. The result: the recipe with 30% reduction was the winner. Since May 2018 this new recipe has replaced the original classic chocolate “REWE Beste Wahl” pudding.
A new calculator that shows customers the carbon footprint of their food purchases
Food accounts for approximately 20% of the carbon footprint of Finnish households. Individuals can reduce their consumption-related climate impact through the choices they make. In 2019, K Group has introduced a new calculator that shows customers the carbon footprint of their food purchases. The calculator is a practical tool for customers to understand the environmental impact of their food purchases and make more environmentally friendly choices. The carbon footprint calculator has been developed in collaboration with the Natural Resources Institute Finland (Luke) and is included in the K-Ostokset service, which also helps customers favour local Finnish products and track how much Finnish products they are currently buying.
Raise awareness to help consumers in their choices
For over ten years, Pingo Doce has promoted products that follow the Mediterranean diet, classified as Intangible Cultural Heritage. In 2019, the book "At the Table with Pingo Doce" was launched with recipes that follow the principles of the Mediterranean diet. In 2020, this diet was the subject of a scientific conference, which explored the multiple virtues of a diet pattern that has beneficial effects on health, local production and food use efficiency. This conference was supported by the Faculty of Nutrition and Food Sciences of the University of Porto and the Directorate-General for Health. Pingo Doce also launched the brand Juliana, starring eight tv episodes about ancestral soup.
Herbalife Nutrition launches product Line to meet consumer demand for alternative proteins
Plant-based diets are becoming increasingly popular across Europe, as consumers are making more sustainability-conscious and health-driven decisions. Plant proteins are a key nutritional building block in Herbalife Nutrition meal replacements and protein shakes, and the company sees plant proteins playing a major role in feeding the world’s growing population in the coming decades. In 2018-19, for instance, Herbalife Nutrition sold 16 million units of shakes: 60% of these were for EU countries, and in total 90% of these were made with soy protein whilst 10% with pea protein. As a global nutrition company, Herbalife Nutrition is committed to positively reducing the environmental impact of our food systems, improving people’s health and meeting consumers’ dietary and cultural preferences.
Esselunga and CheJoy, A Private-Label Line For Children
Italian supermarket chain Esselunga has launched CheJoy, a private-label line of products created in collaboration with the Walt Disney Company. The CheJoy line is aimed at children from the age of four and has been developed to cover their nutritional needs over the whole day. The private-label selection includes a wide range of different products, such as breakfast cereals, yoghurts, fruit juices and snacks. Each product's recipe follows Disney's nutritional guidelines, favouring organic raw materials without using artificial colourants or flavourings. The aim of the project was to offer high-quality and exciting products to children while helping parents to provide them with balanced nutrition.
EDEKA own-brand products with less salt and sugar
EDEKA is continuously reducing sugar and salt content in its own-brand products, committing to a balanced diet and contributing to a healthier and more active lifestyle. In the last three years alone, the retailer has reduced the salt and / or sugar content of over 150 products in the beverage, basic food, canned, dairy and frozen product ranges. To lay the foundation for a healthy lifestyle, the EDEKA Foundation has been campaigning for 10 years to strengthen the nutritional skills of children and young people. EDEKA also partners with the Olympia Team Germany to strengthen the connection between diet and exercise.
Commitment to more exercise and a healthy diet for children
Coop supports the organizations “Fit4future” and “Gorilla”, which run workshops in schools with the aim of encouraging children and young people to do more exercise and eat healthily. “Fit4future” is present in one third of all primary schools and, as well as “play barrels” in the school yard, also runs cookery courses and sports camps. Gorilla inspires young people in schools to do more exercise with freestyle sports, such as street skating and break dancing, and to cook with healthy foods by running nutrition workshops. In the year under review, the two projects enabled more than 21 000 children and young people to take advantage of these schemes.
Healthy lifestyle promoted through specific product ranges
Esselunga is very attentive to dietary education and the principles of healthy and balanced nutrition. The promotion of a healthy lifestyle takes place mainly through the development of specific product ranges such as Esselunga Equilibrio, Esselunga CheJoy and Esselunga BIO. The “Equilibrio” range of private label products offers a wide range of solutions designed to meet customer’s specific nutritional needs and help them build, day after day, the well-being and balance they need. Since 2017, the range include gluten-free references.
SmartWithFood: Colruyt believes in eating consciously and balanced.
The retailer also believes that every person is unique and thus needs personalised nutritional advice. That is why it offer its consumers a solution which allow them to easily purchase the appropriate food for themselves, their family and their friends. Once one’s profile is created in the free app. All that needs to be done is to scan a product’s barcode and the app will share everything about the product's nutritional values, ingredients, and Nutri-Score. If a scanned product does not match with one’s nutritional requirements, he can use the alternatives button to search for products that are better suited. Around 200,000 products can be scanned with the SmartWithFood app.
SPAR Austria 's Zucker-Raus-Initiative, reports first successes
SPAR Austria is working with the Austrian Medical Association, the Austrian Obesity Society, and other various organisations and industry players to promote the removal of excess sugar from products and to encourage all sectors of society to act in favour of a sugar-reduced diet. SPAR Austria has successfully reduced the amount of sugar in SPAR Own Brand products by 1,000 tonnes since the beginning of 2017. The sugar reduction amount of all partners involved in the initiative has been over 6,700 tons from the beginning of 2017 to the end of 2019.
SME retailers with a Super Supermarket Certificate organise preventive blood pressure measurements
Independent retailers with a Super Supermarket Certificate offer added value in keeping the local community healthy and active. An example of SME retailers’ efforts in promoting healthy lifestyles is the unique campaign organised in collaboration with the Dutch Heart Foundation. Research by shows that up to 1.2 million Dutch people suffer from high blood pressure without being aware of the issue. Blood pressure measuring points were placed at supermarkets part of the Super Supermarket Certificate label. In addition, concrete advices are given about what consumers can do to keep their blood pressure at a healthy level. The SSK Certificate is the Dutch certification for independent SME food retailers who are both locally and socially involved.
Mercadona aware of the role it plays in relation to nutrition and the promotion
of healthy and sustainable food
The Spanish retailer relies on recognised experts in the field of nutrition who advise and guide with the aim of offering consumers product improvements with rigor and a scientific basis. The company also works towards introducing significant improvements in nutritional matters whenever possible while offering customers the most competitive price. In this context, and after joining the Collaboration Plan for the Improvement of Food and Beverages prepared by the Spanish Agency for Food Safety and Nutrition (AESAN) in 2018, the company and its suppliers have worked throughout the year with the aim of reducing the saturated fat, salt and sugar content in more than 300 of Mercadona Brand products.
PENNY labels its first products with “true prices”
How much would food cost if retail prices took account of the environmental impact at every stage of the supply chain? PENNY and the University of Augsburg have teamed up to address this question by calculating the “true prices” for 16 of the chain’s own-brand products, taking into account not only the “normal” costs but also factors such as greenhouse gas emissions, the consequences of overfertilisation and the amount of energy used in production. The Group have displayed a sign showing the “true price” alongside the retail price on a selection of products allowing customers to make well-informed purchases.
“À roda da alimentação”: a communication platform to promote healthy lifestyles
À roda da alimentação is an integrated communication platform to promote healthier eating habits and lifestyles. It includes a television programme, a blog, and content on other digital platforms in a dynamic format. The chain has recently rebuilt its “À Roda da Comida” website which now includes more tips, recipes, multimedia content and areas dedicated to physical exercise, baby food and senior food sections. The brand has partnered with a wide range of guests and specialists, such as doctors, nutritionists, or personal trainers. One of the great novelties is the free online nutritionist service. The initiative reinforces the importance of sustainable food choices and the role of the brand in raising awareness.
Albert Heijn’s new labels help customers reduce sugar
In its continuing quest to make healthy eating simpler, Albert Heijn aims to remove the equivalent of 1 billion sugar cubes from its products and is helping customers make better choices with an in-store “sugar guide.” And now it has launched a new label providing better insight into added sugar in its own-brand products and started discussions with the Diabetes Fund and food industry partners to accelerate sugar reduction. Albert Heijn has gradually removed a great deal of sugar from its own-brand products in recent years, testing the results with customers along the way. In 2019, Albert Heijn had already taken out more than 300 million sugar cubes from its products.
METRO contributing to healthier food choices – also when eating out
By offering a growing range of reformulated, ultra-fresh and organic oriented products, METRO is helping its customer in the restaurant sector to have a positive influence on the health of their own customers. In the financial year 2019/20, METRO countries reformulated 88 products towards less salt and 51 towards less sugar. Reformulation also means “clean” products, e.g. without undesirable additives. This way, METRO’s professional customers can offer healthier dishes and thus meet the trend towards more conscious consumption -also when eating out.
Esselunga and the Super Foodies campaign
Esselunga has, in 2019, launched the “SuperFoodies” campaign featuring 24 characters. SuperFoodies is a children targeted campaign which raises awareness and educates about balanced nutrition and healthy foods. The collection includes superheroes with special powers, able to teach children to eat healthily without giving up the fun. Accompanying the collection is a guide that aims to provide consumers with simple tools that increase awareness of what they eat. Furthermore, it was possible to enroll children in educational workshops organized in numerous supermarkets of the chain, designed to bring them closer to the world of fruit and vegetables in a fun way.
The best practices featured in this website are only a few examples of the numerous actions taken every day by food retailers and wholesalers. There are many more in the annual and/or sustainability reports. We have assembled the ones from our members below :