Agency: Wieden & Kennedy
By John Reynolds, marketingmagazine.co.uk, Thursday, 15 November 2012 12:34PM
Marketing this week revealed the government was to reveal the next phase of its "Responsibility Deal" programme, with a promise from food and manufacturing partners to improve he accessibility of fruit and vegetable to UK consumers.
The pledges outlined today are wide-ranging and include pledges from a number of the top supermarkets, including Tesco, Waitrose, Sainsbury, Aldi and Lidl, but not Asda, which has committed to previous elements of the Responsibility Deal.
Examples of pledges from brands and retailers include Iceland offering coupon deals on fruit and vegetables, along with introducing new fruit and vegetables products.
Aldi will increase the amount of store space dedicated to fresh produce and feature Super 6 fruit and vegetables lines its promotional activity including TV advertising.
Tesco is to launch healthy ranges that include: a minimum of one portion of fruit and vegetables, such as its Eat, Live and Enjoy range; adding fruit snack packs in meal deals; introducing new brands into its canned vegetable range; and putting more frozen fruit into their dessert section.
Mars Food is to introduce five new products next year as part of its Dolmio Sauce range, which will contribute to the government's five-a-day recommendation.
Subway is launching a campaign fronted by its brand ambassador and Olympian Anthony Ogogo, to promote its choice of a Low Fat Sub.
Anna Soubry, public health minister, said: "Getting your five-a-day can help lower the risk of serious health problems, such as heart disease and some cancers, but we know that can’t be a challenge. That is why we want to work with the food industry to help everyone make healthier choices.
"Through the Responsibility Deal we have already achieved real progress in helping people cut the calories and sale in their diet. All of the major supermarkets have not committed to removing artificial trans fats, and over 70% 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 five-a-day, which included our £10m investment in the Change4Life campaign, and the 2.1 million children who receive a fee piece of fruit or vegetable in school every day under our scheme."
Some of the latest Responsibility Deal pledges:
This article was first published on marketingmagazine.co.uk