Asda is to trial several health-led initiatives across 10 stores, as it looks to reduce barriers to better health and encourage customers to make healthier choices.

Launching in stores over the next 12 weeks, the trials have been shaped by the retailer’s work with independent research and innovation charity Nesta, which has helped to develop Asda’s health strategy over the past two years.

The trials will inform a strategy to drive Asda’s health target, which is to improve the average health score of its sales year-on-year, measured using the government’s Nutrient Profiling Model (NPM). 

The pair will look into how different initiatives can incentivise customers into picking healthier options. Changes in stores will include the introduction of healthier choices bays in snacking aisles, with high-fibre and calorie-controlled (under 100 calories) options.

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Other changes include a focus on how Rollback – the grocer’s initiative to cut prices – can positively impact healthier SKUs across snacking, frozen and fresh produce and a trial of dried fruits and nuts snacks at checkouts.

Asda will also roll out incentives to increase fruit and vegetable consumption, including the offer of a free children’s snack box if pre-packaged fruit is purchased, as well as produce vouchers, and will utilise promotional space with a focus on healthier product lines. 

Asda chief commercial officer for food Kris Komerford said: “As a responsible retailer, we know that we play an important role in providing accessible, healthy choices that still deliver great value for our customers.

“With Nesta’s support, this trial will help us understand how to incentivise customers to choose healthier choices, and the positive impact these choices can have on the nation’s health.”

Superstore locations featured in the trial include Canterbury, Ramsgate, Charlton, Woking, Tunbridge Wells, Gillingham Pier, Newton Leys, Brighton Marina, Eastleigh and Southampton.