We’ve partnered with international association The Consumer Goods Forum to test its health and wellness initiative Collaboration for Healthier Lives for the first time in the UK, in Lambeth and Southwark. Bringing together retailers and food manufacturers – including Sainsbury’s, Tesco, Nestlé and Danone – alongside local stakeholders, the initiative is changing the shopping environments of more than 230 local stores and supporting hundreds of thousands of local residents to swap unhealthy food and drinks for healthier alternatives. Retailers are developing and testing interventions, both in-store and online, to help customers understand, find and choose healthier options, and live healthier lives.
We’re taking part in the collaboration in line with our whole-systems approach to tackling childhood obesity. Our approach sees us working with people and organisations across all sectors to help reduce the high rates in our South London boroughs.
The Consumer Goods Forum begins testing its health and wellness initiative in the UK for the first time, in partnership with retailers and food manufacturers including Sainsbury’s, Tesco, Danone and Nestlé.
March and May 2019
Tesco and Sainsbury's start running initiatives in-store.
Our academic partner measures and evaluates the impact of the project.
The project ends, with the findings evaluated by the university research team and shared with the partners in the collaboration, as well as Public Health England. Successful initiatives are rolled out across the UK.
We’re working with The Consumer Goods Forum to encourage residents of Lambeth and Southwark to choose healthier food and drink options when shopping in-store and online. Together, we hope to:
To achieve these goals, top retailers and food manufacturers have launched over 150 initiatives across the two boroughs, to encourage people to go for healthier alternatives. Based on international evidence, they are using ‘nudging’ techniques to subtly encourage shoppers to choose healthy options. Techniques include price promotions and changes in store layout.
The project is running for at least one year. Phase one sees interventions run for up to six months with a focus on price, promotion and visibility of healthier options. This includes, for example, signage and promotions on fruit, vegetables and reduced calorie items, increasing the availability of lower calorie biscuits and putting healthier cereals at eye level in convenience stores. The collaboration is also partnering with apps to explore how to help customers pick healthier options when shopping online.
Following these, initiatives in phase two run for up to 12 months and focus on range changes.
Outside of the retail environment, the initiative is training residents to become health champions and run cookery schools. Residents are also getting advice on health and wellness topics such as smoking cessation, oral care and staying healthy in winter.
With our support, an academic research team is measuring and evaluating the impact of the project in our boroughs, with findings informing potential rollout across the UK.
There is a clear link between childhood obesity rates and income levels. For example, in Lambeth and Southwark – two areas with high levels of deprivation – obesity rates are among the highest in the country.
Behavioural science shows that our environments have a great impact on the food and exercise options available to everyone. For families on low budgets, affordability is also a factor. The Collaboration for Healthier Lives aims to support residents by making it easier for them to access healthier alternatives.
To reduce childhood obesity, we take a whole-systems approach, working with a range of organisations across different sectors to tackle the issue from many angles. This includes working with national and international retailers and manufacturers, who shape many of our shopping environments.
The Consumer Goods Forum (CGF) is a global membership organisation made up of around 400 retailers, consumer brand manufacturers and service providers worldwide. The CGF aims to encourage and adopt positive change across the consumer goods industry. Members include household names such as Tesco, Sainsbury’s, Danone and Nestlé. The CGF believes the consumer goods industry has a key role in empowering people to live healthier lives and finding solutions to today’s leading health and wellness challenges. The CGF also works on topics such as climate change, forced labour, food safety, supply chains and data.
By partnering with The Consumer Goods Forum on the Collaboration for Healthier Lives, we are looking to give the 600,000 residents of Lambeth and Southwark – and staff across over 230 stores – opportunities to move to healthier shopping baskets, swapping unhealthy options for healthy alternatives. The initiative is also supporting all to adopt healthy habits and behaviours, like better dental hygiene or giving up smoking.
This is the first time the initiative has been tested in the UK and we’re working with an academic research team to measure the impact of the programme. The evaluation will test whether environmental and lifestyle changes can impact the complex health issue of childhood obesity in a specific geographical area. The findings will be used to assess the potential for rolling out successful initiatives nationwide. They will also be shared with Public Health England to help inform its work on population health across the country.
We expect our participation will also help us learn how best to work with the food retailers, manufacturers and the commercial sector more widely.
28 February, 2020
UK Supermarket Spotlight is a report that, for the first time, reviews the 10 largest food retailers’ disclosure on nutrition, and reveals a critical lack of transparency around health commitments across the sector.
27 February, 2020
Evaluation of an innovative ad campaign by Veg Power and ITV designed to get young people to eat more vegetables.