Co-operative Food supports Change4Life Smart Swaps campaign

New initiative

New initiative

The Co-operative Food is supporting the government’s Change4Life campaign for the fifth year running.

From 2 January 2014, the convenience retailer is getting behind the new Change4Life Smart Swaps campaign with deals on a wide variety of healthier products, in-store messaging and support via its digital and social media platforms.

The Change4Life Smart Swaps campaign aims to encourage families to make smart but simple swaps to their everyday food and drink to take a surprising amount of fat, sugar and calories from their diet.

Recommended swaps include; swapping sugary drinks for diet or sugar-free versions, water or lower fat milk, swapping cheese to reduced fat cheese; swapping butter for lower fat butter or spreads; swapping sugary cereals to plain porridge, whole wheat cereal biscuits or plain shredded whole grain, and swapping whole milk to semi-skimmed.

The convenience retailer, which has around 2,800 stores nationwide, including one in every UK postal area, will be communicating the campaign’s key messages to customers using its extensive network of 15,000 till screens, in-store radio and point of sale material, as well as using social media and its website. It will also be promoting the campaign to colleagues via internal communications channels. Selected Change4Life recipes will also be featured on The Co-operative Food website, along with the logo.

The campaign will also be supported throughout January with numerous healthy deals, which will encourage customers to make healthier choices for themselves and their families in the new year.

Janet Taylor, diet and health manager for The Co-operative Food, said: “We are proud to have supported Change4Life since its inception five years ago, and the Smart Swaps campaign is a great idea to encourage people to make small changes to their diets that could make a big difference to their general health and wellbeing.

“As a responsible retailer, we are keen to encourage our customers to make healthier choices, and we always try to make it easier to make such choices by ensuring that our labelling is as clear as possible. Our own-brand products use traffic light labelling and carry nutritional information on green dots where applicable, which quickly highlight healthier options.”

The Co-operative was the first retailer to use front-of-pack nutrition labelling back in 1995, and adopted the traffic light scheme in 2006.  It has been using a hybrid labelling scheme, combining both traffic light labelling and Guideline Daily Amount information, since 2010.  Shoppers can see at a glance whether a product has a high, medium or low amount of fat, saturated fat, sugar and salt, and how it contributes to their recommended daily intake.