The international retailer group, Spar, recognises the importance of the food industry’s involvement in raising awareness of the benefits of healthy eating.
With consumers becoming more health conscious, the demand for healthy foods is now more apparent. Spar stores in the north of England are now using the 5 A DAY logo to help get the healthy eating message across to customers.
James Hall & Co, the distribution centre for Spar stores in the north, is encouraging Spar customers to eat more fruit and vegetables as the key to a healthier lifestyle - via a re-brand of Spar packaging. All Spar fruit and veg pre-packed produce labels have been re-designed to include the Department of Health’s 5 A DAY Logo and its 5 A DAY portion indicators, to provide an easy guide for consumers.
James Hall & Co has also created a package of point of sale material to support the launch of Spar’s 5 A DAY labels and has also funded the production and distribution of leaflets that have been delivered directly to half a million homes across the north of England.
The new 5 A DAY leaflet, which displays vibrant eye-catching 5 A DAY graphics, informs consumers of the benefits of eating a variety of five portions of fruit and veg each day and directs them to the 5 A DAY website address, www.5aday.nhs.uk, for more information. The leaflet also includes healthy meal ideas with recipes for breakfast, lunch, evening meals and desserts, stating how many portions of fruit and vegetables each meal contains, as well as tips on how consumers can increase their fruit and vegetable intake as part of their daily eating routine.
The in-store imagery displayed within Spar stores in the north promotes the 5 A DAY message, and directs consumers to the fresh produce department.
This encourages them to look at the new Spar pre-pack 5 A DAY fruit and veg label with portion size guidance making it easy to ensure at least five portions of fruit and vegetables are being eaten daily.
Spar also supports the Department of Health’s 5 A DAY publications by making them available in-store for consumers to pick up. James Hall & Co plans to continue to promote 5 A DAY in Spar stores throughout 2006, including healthy eating education within local schools.
As consumers are becoming more health conscious worldwide, Spar is committed to promoting healthy living and eating on an international level. Spar Austria and Northern Ireland have developed 5 A DAY initiatives and International Spar is the principal sponsor of the European Athletics Association.
Spar UK has also developed the Spar Sprint Initiative, which aims to inspire and develop young athletes and many individual Spar retailers regularly sponsor school sports days.
RICHARD SEED
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