Swedish supermarket chain ICA is to remove all sweets and chocolate from shelves near check-out tills in its Norwegian supermarkets as part of a healthy-eating drive.

ICA, in which in which Dutch retail giant Ahold holds a 60% stake, will replace the confectionery with fresh fruit, nuts and bottled water to respond to pleas to make shopping habits healthier.

The project was launched in Oslo last week and will spread to all of the chain’s stores within two months, ICA said in a statement.

Supermarkets traditionally place sweets near check-outs or at row-ends, knowing that customers often make spontaneous decisions to buy them.