Tesco hopes Better Baskets logos push consumers to eat more healthy

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Tesco has launched a new campaign called Better Baskets that aims to help drive more healthful choices in store by UK customers.

Typically, supermarket signage and aisles of not-so-healthy choice can draw shoppers’ eyes away from better-for-you food options, especially fresh fruits and vegetables. Tesco officials say that 86% of those who shop in their stores, want to make better decisions in selecting food items but can be distracted. Three-quarters are calling for more help from store leaders and colleagues to make that happen.

So Tesco last week began to place “Better Basket” zones with logos inside supermarkets, clearly designating areas where healthy items are located. They didn’t specify which products would be in them, likely because there will be rotation. but do include these overarching themes:

  • High-fibre foods
  • Plant-based items
  • Low and no-alcohol drinks 
  • Snacks and treats less than 100 calories  
  • Products featuring reusable, reduced and recyclable packaging

Tesco is taking its campaign a step further by promoting and featuring items outside of produce including its own-brand foods that are hearty and filled with vegetables such as its meat and veg beef mince and pricing it for just £2. In addition chef Jamie Oliver has collaborated with Tesco and WWF to come up with veg-heavy recipes for customers.

The key in getting shoppers to eat more healthy, of course, is price.. And given the strain that many are facing financially, Tesco says they are keeping items within Clubcard Prices, Low Everyday Prices or in Aldi Price Match. Tesco also has worked with WWF to cut the cost of packaging in half


“We understand that customers want to make better choices but not have to pay more. Our Better Baskets campaign means there is no compromise,” Alessandra Bellini, Tesco Chief Customer Officer, said. “Right now, every little helps.”

Tesco has removed 50 billion calories from its lines and hopes to eliminate 50 billion more by 2025.  In addition, it has removed 1.6 billion pieces of unnecessary plastic, including multipacks, additional lids, films, and bags.

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