Tesco has launched a new campaign, Better Baskets, which will help highlight “healthy zones” instore, signposting customers towards making better choices.
These include helping them make healthier choices as well as highlighting products which use reusable packaging.
Running until the end of May, the in-store zoning campaign comes following Tesco’s findings that 86% of its customers wanted to eat more healthily. More than three-quarters (77%) also wanted their supermarket to help them do so.
As the UK’s biggest supermarket, Tesco said it wanted to ensure customers struggling during the cost of living crisis did not have to pay more for buying healthy food. It has promised that most products highlighted as part of the Better Baskets promotion will be for sale at Clubcard Prices, low everyday prices or included in its Aldi Price Match.
READ MORE: Tesco drops items from Price Match campaign to raise prices above Aldi
The Better Baskets campaign will signpost foods high in fibre, plant-based options, low and no alcohol, snacks under 100 calories and products that use reusable, reduced and recyclable packaging.
“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,” said Tesco chief customer officer Alessandra Bellini.
The Better Baskets initiative is also being supported by celebrity chef Jamie Oliver, who has created a series of new vegetable recipes for the campaign. Oliver is currently calling on Boris Johnson to overturn the ‘reckless’ decision to delay the HFSS regulations by one year.
Better Baskets will be backed by a major print and OOH advertising push, as well as social media and online.
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