Goal is to inspire healthy eating habits and reverse the downward trend in consumption
Swedish retailer ICA has launched a scheme to improve the health of children and young people in Sweden by increasing their consumption of fruit. From this May, ICA will implement several strategic efforts to inspire healthy eating habits and reverse the downward trends in consumption.
Only one in ten children currently eats enough fruits and vegetables, which could lead to obesity and other lifestyle-related diseases. By increasing fruit consumption, ICA hopes to help prevent many health issues associated with poor eating habits.
“In a time when children’s eating habits face significant challenges, we want to create a movement that inspires healthy choices,” said CEO Eric Lundberg.
“Through streamlining, dialogue with our suppliers, and price investments, we have managed to significantly reduce the price of fruit and vegetables over the past year. With approximately 1,300 local ICA retailers and our various partners, ICA has a unique opportunity to influence and support children and families across the country to choose more fruit.”
The initiative consists of a range of efforts aimed at making fruit a natural part of children’s daily lives. These include:
• Launch of Join the Fruit Reboot: A concept that presents fruit in a modern and attractive way to make it more appealing to children and young people.
• Media campaigns aimed at changing attitudes towards fruit and encouraging children and young people to choose fruit over less healthy alternatives.
• Regular fruit campaigns in ICA stores to highlight different fruits and make them more accessible.
Additionally, several local activities are planned to engage children and their families directly in the fruit initiative. ICA said it will collaborate with schools to integrate fruit into daily routines and offer playful and educational programmes that highlight the benefits of regular fruit consumption. The goal is to create positive and lasting changes in how children perceive and consume fruit.
