In an effort to tackle childhood obesity, UK supermarket chain Sainsbury’s is elevating sugary cereals to the top shelf in stores.
A Sainsbury’s spokesperson told just-food it will trial the scheme in seven of its outlets in the London boroughs of Lambeth and Southwark over the next 12 months.
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The initiative is part of the Collaboration for Healthier Lives (CHL) project launched by The Consumer Goods Forum, which counts manufacturers and retailers as its members. The Forum’s vision is: “Better lives through better business.”
CHL was officially rolled out in the UK in March in the same boroughs, which the organisation said are home to 600,000 residents and more than 200 grocery stores.
Sainsbury’s and its competitor Tesco have signed up to the project, along with high-street retailer Marks and Spencer Food manufacturers include Nestlé, Danone, Mondelez International, PepsiCo, McCain Foods and Mars.
Under the stewardship of Tesco CEO Dave Lewis and Emmanuel Faber, the chief executive and chairman of French dairy giant Danone, CHL is described as “a purpose-driven collaboration that brings together a coalition of members from The Consumer Goods Forum alongside key local stakeholders – including public health authorities, academics, local actors and government figures – to drive behavioural change and positively impact consumer health in the region.
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By GlobalData“It aims to collectively develop a series of structural and behavioural interventions – both in-store and through digital channels – to help customers and employees understand, find and choose healthier options, while also ensuring shared business value.”
The Consumer Goods Forum claims almost two-thirds of adults and one-in-five children aged ten to 11 in the UK are overweight or obese.
It adds: “Children are consuming around three times more sugar than is recommended by the government and only a quarter of adults achieve their five-a-day recommended portions of fruit and vegetables.”
