Tesco has launched special 'healthy zones' inside its stores after customers said it wanted supermarkets to help them eat a more nutritious diet. The zones are part of a campaign called Better Baskets.
As well as "signposting customers towards making better choices", the initiative also highlights products sold in reusable packaging. Grocery Gazette reports Tesco carried out a study which found 86% of its customers wanted to eat more healthily. Over three-quarters - 77% - wanted their supermarket to help them do so.
Tesco's chief customer officer Alessandra Bellini said: “We understand customers want to make better choices but not pay more for it. Our Better Baskets campaign means there is no compromise. Right now, every little helps.”
Foods high in fibre, plant-based products and snacks under 100 calories are among the items Better Baskets will be promoting. Celebrity chef Jamie Oliver is backing the campaign and has issued a series of new vegetable recipes in support.
Tesco says it has removed 50 billion calories from its products, and that it plans to take out 50 billion more by 2025. The retailer says that since 2019 it has improved the packaging for more than 1,500 different products and removed 1.6 billion pieces of unnecessary plastic, including multipacks, additional lids, films, and bags.
