The new pledges include:
- ALDI will increase the amount of store space dedicated to fresh produce and feature their discounted ‘Super 6’ fruit and vegetable lines in their promotional activities including TV advertising.
- Co-operative Food will target customers who are not buying fruit and vegetables with money-off coupons on fresh, frozen and canned produce, in a bid to change customer behaviour.
- Iceland will offer coupon deals on fruit and vegetables, increase their promotion to its customers using new website and social media features, as well as introduce new fruit and vegetable products.
- LIDL will rebrand its entire fruit and vegetable range making it more appealing – particularly for children – with fun characters and jokes on kids’ packs.
- Subway will launch a new campaign fronted by elite athletes Louis Smith and Anthony Ogogo, two of Subway’s Famous Fans, to promote their choice of a Low Fat Sub personalised with their favourite extra salad items.
"Through the Responsibility Deal we have already achieved real progress in helping people cut the calories and salt in their diet.
"All of the major supermarkets have now committed to removing artificial trans fats, and over 70 per cent of fast food and takeaway meals sold on the high street have calories clearly labelled.
"This pledge is part of a wider government plan to encourage everyone to eat their 5-a-day, which includes our £10 million investment in the Change4Life campaign, and the 2.1 million children who receive a free piece of fruit or vegetable in school every day under our scheme."
The 16 leading supermarkets, food manufacturers and trade bodies that have signed up to the pledge include ALDI, Co-operative Food, Iceland, LIDL, Morrisons, M&S, Sainsbury’s, Tesco, Waitrose, General Mills, Mars Food UK, caterers 3663, Brakes, CH & Co Catering, Subway and the British Frozen Food Federation.
Source: medicentre.gov.uk
